‘Yogurt Strength’ Allows Saquon Barkley to Demolish Everyday Tasks in New Ads for Oikos

The running back demonstrates his muscle when opening jars and carrying groceries

Saquon Barkley in the Oikos ads
Saquon Barkley gives a deadpan endorsement of the protein in Oikos yogurt. Oikos

In two new spots for Dannon’s Oikos Triple Zero, New York Giants running back Saquon Barkley demonstrates his superhuman strength—by opening a pickle jar, and carrying a dozen bags of groceries all in one trip.

The secret to Barkley’s strength? He eats the protein that’s inside Oikos Triple Zero yogurt, he explains with a deadpan stare.

The simple, everyday tasks that Barkley tackles with his “yogurt strength” tap into something that’s pretty relatable about life right now—there’s just not a whole lot else going on. But hey, small wins like opening jars or carrying all the groceries at once? Those can make the day a little better.

“In this unique year, it’s clear that we’ve all needed to rely on the strength of ourselves and others more than ever,” Oikos Triple Zero senior brand manager James Valdes said in a statement. “Our brand believes that human strength is the most powerful force in the universe.”

Valdes added that “Oikos wanted to celebrate strength of all kinds” in its new campaign.

“Saquon Barkley is one of the strongest players in the NFL, and showing his power put to the test by opening a pickle jar or hauling grocery bags from the trunk was a hilarious way for us to show the feats of everyday strength we can all relate to right now,” he said.

The ads build upon two previous Oikos spots that were centered around the same tagline: “Stronger makes everything better.”

Yo Glutes, which debuted around the time of the Super Bowl this year, featured a montage of NFL rear ends to the tune of Major Lazer’s “Bubble Butt.” The brand released another spot in the same vein in time for the NFL Draft in April, featuring a mashup of footballers overcome with emotion to Roy Orbison’s 1961 classic, “Crying.” But it’s not crying, the ad explained, it’s flexing your “cryceps.”

Barkley made a cameo in both of the previous ads, but these new ones are the first with original footage. The spots, created by Lightning Orchard, will air on network TV, the NFL Network and NFL.com through October.

@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.