Whose tongue is in the Super Bowl commercial?
The quirky Coffee‑Mate spot with a singing, dancing tongue—here’s who brought it to life
(By Carmichael Phillip)
1. A tongue steals the show
As viewers tuned into Super Bowl LIX, one commercial sparked both delight and disbelief: a talking, dancing tongue performing a catchy tune about Cold Foam creamer. But this was no ordinary pixelated mouthpiece—it was voiced by none other than country-pop icon Shania Twain, embodied in a surreal “Foam Diva” persona.
2. What happens in the ad?
The scene opens with two friends sharing a relaxed moment. After one sprays Coffee‑Mate Cold Foam onto his drink and plants a foam mustache, he licks it off—and the tongue springs to life. Lurching out of the mouth, it sings:
“Gimme cold foam! I’m a dancing tongue, and I like the taste of cold foam.”
The tongue performs flips, dances, and musical gymnastics—literal party tricks in a man’s mouth—prompting both men to reapply the foam to repeat the experience . It’s bizarre, unforgettable, and intentionally outrageous.
3. Why Shania Twain?
At 59, Shania Twain is still a chart-topping performer known for hits like “Man! I Feel Like a Woman!” and “Up!”. In this campaign, she embraces her sense of humor and novelty, joining Coffee‑Mate as the tongue’s voice. In PEOPLE, she explained:
“There’s so much involved with the tongue that a lot of people don’t even realize, so it just made technical sense … But also, I think it is just very fun.”
She also teased that working on the tongue’s “boppy” track—“Gimme Cold Foam”—was a delightful creative experience.
4. Behind the scenes: creative team
The ad, created by Wieden+Kennedy New York and directed by Dan Streit, leans hard into absurdity. Adweek reports its visual concept—a singing tongue—was realized with high-end CGI, meticulously combined with dynamic audio and choreography to simulate a mini concert inside a man’s mouth. The tagline “Let’s go tongues” encapsulates the ad’s quirky invitation: embrace your playful side.
5. Audience reactions — love it or loathe it
Reactions were immediate:
Adweek’s Saleah Blancaflor quipped, “Even Shania Twain can’t save Coffee‑Mate’s tongue‑centric ad,” calling the visuals “gross-out” but catchy.
Yahoo Entertainment noted that the tongue spot “has people freaked out” — a fine line between viral delight and cringe.
Yet Food & Wine praised its bold, immersive idea—a tongue “performing gymnastic feats and playing musical instruments”—making clear the goal was pure sensory theater.
6. Video: watch the “Foam Diva” tongue in action
This clip captures the full CGI spectacle and Shania’s vocal cameo—vivid proof of the tongue’s electrifying stage presence.
7. The marketing logic
Why risk eyebrow‑raising CGI? Marketing experts point to key factors:
Shock & novelty: It’s a visceral ad that shocks viewers into memory.
Sensory metaphor: A singing tongue equals a party in your mouth—aligned with Cold Foam’s indulging texture.
Star power: Twain’s involvement lends credibility and ensures notice beyond typical food ads.
As GALE’s Josh Braithwaite explained: “Brands are just like people…we’d rather sit next to the ‘fun one’ at a dinner party…Personality wins.”
8. Cultural impact & buzz
The ad quickly became a talking point on social media. Some praised its unexpected creativity, while others expressed outright “tongue trauma.” That polarizing effect is valuable—driving conversation and online engagement long after the game. As Food & Wine pointed out, ads like these stand out in a sea of celebrity cameos and nostalgia-themed spots .
9. Beyond the bowl: campaign extensions
This marks Coffee‑Mate’s first-ever Super Bowl ad—a high-visibility debut. The Cold Foam line also includes French Vanilla, Italian Sweet Crème, and Nestlé Toll House Brown Butter Chocolate Chip flavors. Expect cross-promotion via social snippets, in-store displays, and limited-edition digital song releases—like Twain’s “Gimme Cold Foam” dropping Feb 9.
10. The fine line of absurdity
Parody by Adweek delivers a stern caveat: while novelty sells, grotesque visuals risk alienation. The ad’s success hinges on walking that delicate line—memorable enough to entertain, but not so bizarre that it repels.
11. Comparing Super Bowl food & drink ads
In the context of Super Bowl LIX, the tongue spot sits alongside:
Coors Light sloths 🦥
Budweiser’s foal journey 🐴
Mountain Dew’s Seal transformation 🦭
Dunkin’ boy-band parodies 🎤
Among these, Coffee‑Mate’s tongue stands out as one of the most viscerally bold, challenging what audiences expect from food ads .
12. Could the tongue become iconic?
Brands sometimes spawn pop-culture icons (think Snake Plissken or Old Spice’s Man). The “Foam Diva” tongue, backed by Twain, has the potential to become a meme vessel or seasonal mascot. But longevity depends on follow-up: merch, remixes, behind-the-scenes content, and comedic extensions will determine if the tongue endures or remains a flash in the pan.
13. Shania’s legacy in ad culture
Shania has embraced brand partnerships before (e.g., her own wine label), but lending her voice to a CGI tongue takes creative risk. She defends it as “technical” and fun, fully leaning into its absurdity. Her willingness to be the face—or rather, voice—of this oddball moment underscores her readiness to reinvent herself in pop culture.
14. Final thoughts: a tongue that talked its way into memory
So whose tongue is in the Super Bowl commercial? It’s Shania Twain’s, transformed via CGI into a vocal party animal spritzed with Cold Foam. The ad is headline-worthy—goofy, shocking, and undeniably conversation-starting. Whether viewers call it genius or gimmick, the tongue holds the spotlight—and in the Super Bowl arena, that’s half the battle.
Is it bizarre? Absolutely.
Is it memorable? Undeniably.
Did it achieve its goal? With tongues still wagging days later, the answer is loud and clear.
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