The short versionSharkNinja's first-ever holiday campaign stars Kevin Hart house-sitting for David Beckham and inviting over Tom Brady and Aryna Sabalenka. Digiday reported that leaked CCTV-style clips and denial videos from the stars started going up two days before the full spot aired on November 4, 2026. The campaign was created by SharkNinja's in-house team and produced by Studio 99. The tease is simple to copy at any size: give people a question first, then answer it fast.
Before SharkNinja showed anyone its holiday ad, it showed them what looked like security footage they weren't supposed to see. Then each star in the footage said it wasn't them. It's a neat bit of launch planning, and most of it doesn't need a celebrity budget.
What happened
SharkNinja rolled out its first-ever holiday campaign, "There's No Home Like a SharkNinja Home," starring David Beckham, Kevin Hart, Tom Brady and Aryna Sabalenka, the company announced. In the story, Hart house-sits for Beckham and invites the others over. Digiday reported that the CCTV-style clips and denial videos started going up on the stars' accounts and SharkNinja's two days before the full spot aired on November 4.
The details
The tease. The clips looked like grainy security camera footage, with Beckham's famous friends using his SharkNinja products. Each star then posted a video denying being there.
The reveal. The full film shows how it started: Beckham left Hart in charge, and everyone moved in. The products do the work inside the jokes, including Ninja's SLUSHi frozen drink machine and the Shark CryoGlow mask, per the announcement.
The thinking. Laura Dyer, SharkNinja's senior VP of global brand and partnerships, told Digiday the rollout was kept short on purpose, since a long tease loses interest. The goal: "We want people to start speculating."
Who made it. SharkNinja credits its in-house Creative Labs team, with production by Studio 99. Digiday reports it was done without an agency, and that the spot also heads to TV, with local ambassadors in markets such as Italy, France and Germany running their own versions.
Why brands should care
A normal launch tells people something. This one asked them something. Why would Tom Brady be in David Beckham's house, and why is he denying it? People pass along a question more readily than an announcement, and the two-day window meant it didn't have time to go stale.
The big names are the expensive part, but they aren't the mechanism. The mechanism is a small mystery, a reason to talk about it and a quick payoff. A local business can run the same structure with its own staff and customers.
What to do
Our suggestions:
- Tease with a clue, not a countdown. Post one strange, specific thing that makes people ask what's going on.
- Keep it short. Two days was enough for SharkNinja. Reveal before people lose interest.
- Put the product in the joke. If you cut the product out and the story still works, the ad won't sell anything.
- Make sure the reveal has somewhere to go. Have a clear offer or page ready the moment you answer the question.
- Stay obviously playful. A staged leak about your own brand is fun. One that could fool people about something serious isn't, so don't let it mislead anyone about a real product claim.
Sources
- SharkNinja Newsroom: SharkNinja Brings Its All-Star Neighbors and Fans Home for the Holidays (Nov 3, 2026)
- Digiday: Good ads have a new name, 'entertainment-first' and SharkNinja is using it for its holiday campaign (Nov 4, 2026)
- SharkNinja on YouTube: There's No Home Like a SharkNinja Home
FAQ
What was SharkNinja's fake CCTV campaign?
SharkNinja released clips styled as security footage of celebrities using Beckham's SharkNinja products, then each star posted a video denying it. The full holiday spot, "There's No Home Like a SharkNinja Home," revealed the story.
Who is in the SharkNinja holiday ad?
David Beckham, Kevin Hart, Tom Brady and Aryna Sabalenka, according to SharkNinja's newsroom. Hart house-sits for Beckham and the others come over.
Did an agency make the SharkNinja holiday campaign?
SharkNinja says it was created by its in-house Creative Labs team and produced by Studio 99. Digiday reports the company made the spot without an agency.
