Starbucks Skips Super Bowl Game, Bets Big on Olympic-Themed 'Coffee Run' Ad

While Starbucks will once again sit out the in-game advertising frenzy during this year's Super Bowl, the coffee giant is making a strategic play for attention just before and after the big game. Its new 60-second film, "The Coffee Run," is set to debut during the opening ceremony broadcast of the Milano Cortina Winter Olympic and Paralympic Games on February 6th on NBC, before airing around the Seahawks-Patriots showdown.

The ad, created by Anomaly LA, is a visually striking homage to 1960s and '70s Italian cinema, shot on location at a real Starbucks in Hall in Tirol, Austria. It follows a delivery driver on a relentless mission to bring hot coffee from the store to U.S. Olympic and Paralympic athletes—including Amber Glenn, Elana Myers-Taylor, Oksana Masters, and Aaron Pike—training on a snowy ski slope. The creative duo Julian & Quentin employed a "film-out process," transferring digital footage to physical film and back to achieve a textured, grainy look that digital effects cannot replicate.

"Our goal is to be visible, relevant, and loved everywhere," Starbucks Global CMO Tressie Lieberman told ADWEEK. "The Super Bowl stage is unparalleled, so returning with a fresh narrative around our craft and connection felt natural."

Despite its European cinematic flair, the spot nods to American roots with a soundtrack by composer Burt Bacharach. The campaign is part of Starbucks's broader "Back to Starbucks" strategy, led by CEO Brian Niccols, aimed at revitalizing the in-store experience. Recent quarters show early signs of success: the company has returned to U.S. same-store sales growth after two years of decline, with North American revenues reaching $7.3 billion in Q1, a 3% year-over-year increase.

Lieberman noted that one in three customers now name Starbucks as their first-choice coffee shop, the highest rate in five years. "We're seeing traffic grow for both rewards and non-rewards members for the first time in nearly four years," she added. "We're rebuilding brand love and getting that flywheel moving."

The ad will be amplified via social media, athlete partnerships, and the Starbucks Rewards app, which boasts over 35 million global members. On the ground, the company will activate its Olympic partnership with a roastery in Milan serving athletes and spectators.

Starbucks isn't alone in bridging the Olympic and Super Bowl audiences; AB InBev's Michelob Ultra is also running a campaign around its Milano Cortina sponsorship. For Starbucks, the dual-stage moment is a calculated move. "With pre-game coverage saturated with Olympic talk, we saw a chance to create one big moment where two major events converge," Lieberman explained.

While the brand offered a free hot drink to rewards members the Monday after last year's Super Bowl, it has not yet confirmed a repeat for 2026.

What People Are Saying

Michael Torres, Marketing Analyst: "This is a savvy media buy. By tying the Olympics and Super Bowl together, Starbucks maximizes reach while reinforcing its premium, craft narrative. The Italian cinema aesthetic is a bold creative risk that could really differentiate it from the usual game-day clutter."

Sarah Chen, Small Business Owner: "As a former barista, I love that they featured a real partner smiling at the driver. It feels human. After years of negative headlines, this campaign seems focused on the core experience: connection over coffee."

David R. Miller, Consumer Advocate (sharper tone): "Oh, wonderful. Another multimillion-dollar ad about 'connection' from a company that has fought unionization efforts. Maybe instead of filming in Austria, they could invest that money in ensuring every worker has a living wage and consistent schedules. The 'brand love' flywheel spins on exploitation."

Priya Sharma, Cultural Commentator: "The choice of Burt Bacharach's music is fascinating. It's a nostalgic, distinctly American sound layered over European visuals. It feels like Starbucks is trying to reclaim its classic American identity while dressing it in global sophistication."