Tree Hut Brings Colourful Chaos to the Super Bowl
Beauty brand Tree Hut brings creators and uncontainable colour to its first Super Bowl spot.
Developed in partnership with creative agency of record, Bakery and directors Dave Meyers and Mia Barnes, the brand debuted its first-ever Super Bowl spot, 'Uncontain Yourself' this morning on TikTok and Instagram.
The 30-second film, which stars several of the social media Creators who have fuelled the brand’s fervent social media fandom, follows the brand’s December rebrand and first linear advertising push.
"Our goal was to take Tree Hut to a bigger stage without losing the brand’s voice,” said Luis Garcia, chief marketing officer at Tree Hut. “By centring our first Super Bowl spot on creators, we stayed true to our community-driven roots while bringing ‘Uncontain Yourself’ to life in a bold, expressive way. Tree Hut turns everyday routines into moments of sensorial joy, and this spot is an invitation to stop holding back and fully embrace the fun.”
This new spot pushes against increasingly bland conventions for the beauty category, encouraging people to break out of the mould and embrace colour, texture, scent, and unapologetic joy. In 'Uncontain Yourself,' a group of people in bathrobes methodically follow a rigid 'clean girl' routine, guided by a voiceover reciting a polished script. The uniformity is abruptly disrupted when one woman grabs a bright pink scrub and hurls it at the speaker. The room erupts into action, bathrobes drop, colour floods the space, and participants cover themselves in bold, vibrant scrubs. What begins as restraint transforms into release, as everyone breaks free from sameness and discovers joy that refuses to be bottled up.
“Tree Hut grew from real people loving, sharing, and talking about the products,” said Kerrie Heckel, executive creative director and partner at Bakery. “Bakery wanted to celebrate that connection, which made bringing real fans, creators, and long time community members to the national stage a must. Their creativity, and authenticity helped bring the idea to life in a way that no celebrity endorsement could, and we can’t wait for fans, new and old, to see the spot.”
Instead of relying on celebrity endorsements, Tree Hut flipped the traditional Super Bowl formula by casting real fans, creators, and long time community members in the spot. The result is a community-powered spectacle that brings the energy of TikTok to broadcast television, celebrating the people who helped build the brand from the start.
Featured creators include:
- Lanie Kristin (200.9k followers)
- Olivia Dejarnett (443.7k followers)
- Valeria Stephanie (192.3k followers)
- Paul Fino (2.5M followers)
- Emily Lula May (1.9M followers)
- Courtney Quinn (340k followers)
- Lisi German (3.4M followers)
Tree Hut decided to air the spot during the big game nationally on Peacock because the vast majority of the brand's target audience will tune in via streaming. Media was handled by Bakery's sister company, KEN Media. The work will also air via regional broadcast buys in Tree Hut's top selling markets - DFW, NYC, LA, Chicago and Miami.
