A guitar-strumming TikTok star with a sketch-comedy vibe makes his brand endorsement debut for Danone’s Silk, barging into people’s daily routines to break them out of their milk habit.

The campaign, under the “Feelin’ Planty Good” banner, continues the milk substitute’s music-driven marketing. Silk created a 2024 Super Bowl streaming spot with Jeremy Renner, his daughter and some kitchen acrobatics, set to Renner’s rendition of the James Brown classic “I Feel Good.”

For the latest work, agency Havas New York keeps the energy high and the mood light. In two hero 15-second spots, Vail jogs on a treadmill and rousts a man out of bed, all while singing about the virtues of Silk and serving up dairy-free smoothies. (Note: there’s likely some special effects wizardry at play in “Home Workout”).

Though he’s usually a solo performer, Vail appears with actor Max Baumgarten to form the campaign’s Feelin’ Planty Good Duo. The pairing makes room for a few extra instruments and props like bongo drums, tambourines and cereal bowls.

The brand has latched onto Vail as his profile continues to rise: he opened the fall tour for rapper Yung Gravy, launched a bidding war among record labels, and surpassed 2 million social followers. The new Silk ads dropped the same day the New York Times published a lengthy Q&A with the artist, whose purposely goofy “Dirt Man” video went viral and boosted his crossover audience.

Along with the hero ads, Silk and Havas have released a number of video snippets for social, with the agency noting that Vail’s pithy, fast-paced style “was exactly what we had in mind when we wrote these songs.”