Channing Tatum is stealing the spotlight this Super Bowl Sunday, but not just because of the big game. Rather, the actor is eagerly anticipated to make his mark with STōK Cold Brew Coffee's advertisement during Super Bowl LIX on February 9, 2025, as the Kansas City Chiefs face the Philadelphia Eagles. Tatum’s involvement is stirring excitement, as he dives back to his roots, channeling his inner dance instructor to teach moves to the players of Wrexham AFC, the Welsh football team co-owned by Ryan Reynolds and Rob McElhenney.
Last year, the Super Bowl featured Sir Anthony Hopkins, who brought humor and gravitas to his commercial, and now Tatum is stepping up, but not without some nerves. Despite his confident on-screen persona, he admitted to concerns about his performance being compared to Hopkins. "At least Channing Tatum didn’t have to wear the mascot costume," joked CinemaBlend's Heidi Venable, underscoring the expectations set by his predecessor. Tatum shared his anxiety with The Athletic, saying, "From the looks of things, everything worked out quite well..." during the short window they had to work with the players.
This commercial is just part of Tatum’s multifaceted weekend; he is also juggling personal commitments. He expressed to PEOPLE his plans for Super Bowl Sunday: "I wish I had more elaborate plans for it. I'm going to be at my daughter's Irish Celtic dance competition." After the competition, Tatum plans to catch the game, likely scrambling to find somewhere showing it: "So that's my plan so far." It's clear his dedication to family remains strong, even as he gears up for what many hope will be one of the standout commercials of the event.
Ahead of the airing, Reynolds, who is thrilled to have Tatum on board, shared teasers of the commercial, titled "How to Stōk It," with fans on social media. The twist of Tatum showing dance moves—while entertaining Wrexham players—gives us classic Tatum joy, and it's laced with humor as he tries to get the usually serious footballers to loosen up. “How in the world did those athletes keep a straight face with Channing Tatum?” Venable quipped, showcasing the comedic tone of the ad which has fans eagerly waiting to see how it plays out.
Despite the nerves, Tatum's deep respect for the Wrexham team shines through. He took the time to catch one of their games prior to the shoot, ensuring he connected with them. His rapport with the players, which included strikers Paul Mullin and Ollie Palmer, is likely to contribute positively to the ad's tone. Tatum reflects on this experience, noting how he was initially nervous about how they would receive his teaching approach. His computations paid off, as the shoot was wrapped up fairly swiftly, with players only granted 30-45 minutes before practice. Tatum expressed satisfaction with the interactions, remarking on the transition from Hollywood to the authenticity of the football environment.
Given his previous role as the owner of the strip club-centric Magic Mike franchise, this project sees Tatum blending different worlds—from dance to sports—showcasing the ease of his charm. This endeavor is another welcome addition to his growing list of collaborations with Reynolds, who shared laughter-filled behind-the-scenes stories during their past projects.
For Tatum, stepping up to fill Hopkins’ shoes means immersing himself fully in the comedic aspects of this venture. But he can at least rest assured he’s not alone; he quipped about his “gyrations” by the team’s medical supplies, hinting at what might be blooper-worthy material. Although he remarked he didn't necessarily want to show those outtakes to Hopkins, one can't help but wish for more fun clips.
Super Bowl LIX promises much not just from the athletic competition, but from commercial breaks packed with humor, showcasing stars we love—Tatum included. Fans are tuning in not just for the game, but also for the chance to see how each ad can capture the spirit of this cultural event, showcasing everything from whimsical sketches to those heartwarming moments we all crave. For Tatum, it seems like another playful adventure, but this time it’s with the added flair of familial duties tugging at his attention. The question now is, will his Stōk Cold Brew commercial rise to the occasion? We’ll have to tune in to find out!