Coach Prime and his quarterback son compete to see who’s the strongest Sanders at Jackson State in Greek yogurt brand Oikos’ new campaign.
The marketing portfolio of Jackson State quarterback Shedeur Sanders continues to explode and on Sunday Bowl Sunday, it’ll hit another level. A week after becoming the first college football player to sign an NIL deal with Gatorade, the rising sophomore now stars in his first Super Bowl campaign with his Pro Football Hall of Famer dad and current Jackson State head coach, Deion Sanders.
The Oikos yogurt brand revealed its new “Strong” commercial — their third Super Bowl campaign in a row — starring the father and son duo facing off in feats of strength around their home to determine the strongest family member. The spot includes a surprise cameo from family matriarch Connie Knight, Coach Prime’s mom.
The Sanders boys compete in everything from chopping wood to raking leaves to lifting SUVs, all while promoting Oikos’ protein-packed products.
“There’s always been a very competitive nature between my sons and me,” said Coach Sanders. “When Oikos came to us with this opportunity, I was excited to go head-to-head with my son because I now get to prove to everyone that Dad is still the stronger – and more handsome – Sanders.”
The Hall of Fame Sanders is a veteran of numerous major marketing campaigns over the years, but this marks a new achievement for Shedeur.
Jackson State’s quarterback completed a debut season where he signed high-profile name, image, and likeness deals with the likes of Gatorade, Beats by Dre, and Tom Brady’s BRADY Brand while leading JSU to a SWAC conference championship, earning conference Freshman of the Year and becoming the first HBCU athlete to win the Jerry Rice Award, which is given annually to the top freshman in Division I FCS.
Heading into his sophomore season, the marketing ceiling for Shedeur is only growing, and a major campaign on Sunday Bowl Sunday will set him on a path his pops surely wishes he had as a student-athlete in his days as a Florida State Seminole.
The Oikos spot will air on national digital live streams on Peacock before Super Bowl and in select media markets’ local NBC affiliates.
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