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We’re used to watching Channing Tatum’s showstopping dance skills on the big screen. This weekend, the “Magic Mike” actor’s latest starring role brought his moves into millions of homes with a Super Bowl commercial for STōK Cold Brew Coffee.
In the spot, Tatum steps into his role as the new choreographer for the Welsh football club Wrexham AFC, co-owned by fellow actors Rob McElhenney and Ryan Reynolds. The mission: teach the players some new dance moves to show off when they score a goal.
Donning a black and white tracksuit, Tatum throws open the door to the Wrexham AFC locker room and flips onto a table.
“Alright boys. Your bosses are not happy with your celebration dances,” says Tatum, as some team members exchange quizzical looks.
“So, drink up,” he says, tossing a bottle of STōK Cold Brew to the team.
“Try to keep up,” he adds, taking a sip of a glass of the cold brew before launching into a routine set to “Gonna Make You Sweat (Everybody Dance Now)” by C+C Music Factory.
There was breakdancing, voguing, and, in a standout moment, Tatum did the worm on the table.
“They saw you score. Now, let ‘em feel score,” said Tatum, while gyrating his hips in a headstand.
Once he finished the routine, breathing heavily, he asked the team if they understood–“You guys got it?”.
After a moment of awkward silence, the team erupted into cheers and started dancing along with Tatum. It was all good, until someone tossed a jersey– an obvious nod to the movie “Magic Mike,” the film based on Tatum’s brief stint as an exotic dancer before his big break into Hollywood.
“No, no! I promised Ryan and Rob I’d keep it classy! Put your clothes back on!” Tatum exclaimed.
In a press release about the spot, Tatum said he was immediately down to take the role for the commercial, produced by Reynold’s production studio, Maximum Effort.
“When Rob and Ryan asked me to help their team master the art of the celebration dance, I knew I had to accept the challenge,” said Tatum.“It was fun showing the lads how it’s done just in time for the biggest American football celebration.”
In an interview with the New York Times, Tatum admits that, while he had fun, he was initially nervous about working with the Welsh football club and following in the footsteps of Sir Anthony Hopkins, the acclaimed Welsh actor and two-time Oscar winner who starred in STōK’s first Super Bowl commercial last year.
“ I knew I was going to have to make a fool out of myself the next day in front of them. It could have gone one of two ways,” said Tatum. “They could have been, ‘Who is this dumb American actor, coming in here and doing whatever?’ This is their job. They work hard at what they do. They are having an incredible season. I didn’t know what the vibe was going to be. But they were just so sweet.”
Tatum, a Cullman native, is known for his starring roles in “21 Jump Street,” “Step Up,” and the “Magic Mike” franchise. In 2021, Tatum made his directorial debut in the film “Dog,” starring as an Army ranger who races against time to bring his dog Lulu to their best friend’s funeral. In 2012, People Magazine named Tatum the “Sexiest Man Alive.”
Watch the full commercial below:
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