Here’s How This Hairy Us Weekly Cover Landed in Chobani’s Super Bowl Ad
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Chobani is bringing Us Weekly to Sunday’s big game with a cameo in the Greek yogurt brand’s Super Bowl commercial, but some other magazines may try to share the spotlight.
In the commercial, a grizzly bear tries to find Chobani yogurt in a small-town convenience store. While waiting at the check-out counter, it eyeballs an Us Weekly, which features a bare-chested-man on the cover and the promise of “Hairest Celebs Ever.” Turns out grizzlies consider impulse buys too (although this one leaves without the magazine).
Droga5, the agency behind the spot, approached Us Weekly about a part in the ad, according to Victoria Lasdon Rose, the brand’s publisher. The agency then wrote the cover lines and Mike Steele, the magazine’s editor, signed off on the cover execution. “We are thrilled to be part of such a high visibility campaign,” Ms. Lasdon Rose said.
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