Tree Hut brings social energy to the Big Game

Tree Hut is making its Super Bowl debut with a creator-led campaign that brings the brand’s social-first energy to broadcast television for the first time.

America’s number one body scrub brand will air a 30-second commercial during Super Bowl LX on February 8, marking a major milestone following its recent rebrand. The spot introduces Tree Hut’s Uncontain Yourself platform to a mass audience, positioning self-care as expressive, playful and rooted in community rather than rigid routines.

Bringing creator culture to the Big Game

The Super Bowl spot stars seven beauty and lifestyle creators drawn directly from Tree Hut’s long-standing online community. Rather than relying on celebrity endorsements, the brand has chosen creators who have played a role in building its presence across social platforms.

The featured creators include Paul Fino, Lanie Kristin, Olivia DeJarnett, Courtney Quinn, Valeria Stephanie, Emily Lula May and Lisi German, all known for their association with the #EverythingShower trend and their ongoing relationship with the brand.

Luis Garcia, Chief Marketing Officer, Tree Hut: "Our goal was to take Tree Hut to a bigger stage without losing the brand's voice. By centering 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."

A visual expression of self-care

The commercial presents beauty as a form of self-expression rather than a prescribed routine, using bold colour, movement and sensorial cues to reflect Tree Hut’s product experience. The work was developed by creative agency Bakery and directed by Dave Meyers and Mia Barnes, whose approach focuses on translating culturally resonant ideas into striking visual storytelling.

The campaign reflects Tree Hut’s broader strategy of scaling its social identity rather than reinventing it, effectively translating the tone and pace of platforms such as TikTok into a linear television environment.

Extending the campaign beyond the broadcast

Tree Hut is activating around the Super Bowl with behind-the-scenes content and real-time social activity on game day. Fans will be invited to engage through flash giveaways and live reactions, reinforcing the community-first approach that underpins the campaign.

Kerrie Heckel, Executive Creative Director and Partner, Bakery: "Bakery wanted to celebrate the real connection between Tree Hut and its community. Bringing real fans, creators and longtime supporters to the national stage was essential to making the idea feel authentic."

Product expansion supports Super Bowl moment

The Super Bowl appearance coincides with continued portfolio expansion for Tree Hut, aimed at attracting new shoppers while retaining existing fans. Spring launches include Whipped Shave Butter, Lip Oils and a Daily Moisturizing Scrub, alongside Hydraglow Body Lotion and Foaming Gel Wash, now offered in pump packaging.

By anchoring its first Super Bowl appearance in creator culture and community, Tree Hut positions the Uncontain Yourself platform as both a brand statement and an invitation to rethink what everyday self-care can look like.

www.treehutshea.com

Follow Marketing Report on LinkedIn