Description
Developed in partnership with creative Agency of Record, Bakery, Tree Hut 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 fueled the brand’s fervent social media fandom, follows the brand’s December rebrand and first linear advertising push.
This new spot pushes against increasingly bland conventions for the beauty category, encouraging people to break out of the mold and embrace color, 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, color 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.
Instead of relying on celebrity endorsements, Tree Hut flipped the traditional Super Bowl formula by casting real fans, creators, and longtime 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 the brands media company’s sister company, KEN Media (https://www.ken.media/). The work will also air via regional broadcast buys in Tree Hut’s top selling core markets—DFW, NYC, LA, Chicago and Miami.
This professional campaign titled 'Uncontain Yourself' was published in United States in February, 2026. It was created for the brand: Tree Hut, by ad agency: Bakery. This Film and Integrated media campaign is related to the Beauty industry and contains 1 media asset. It was submitted 33 minutes ago.
