- Sex and the City actor Jason Lewis stars in a new campaign for Spiked Pop, a hard soda from female-founded RTD brand Owl's Brew, with the tagline "The Hunk is Back."
- The campaign playfully nods to his iconic character Smith Jerrod, while Lewis also reveals he is working on a fantasy book series described as a "trilogy of trilogies."
- Spiked Pop comes in seven flavors at 110 calories per 12oz can and is available at Whole Foods, Erewhon, Trader Joe's, and Target, among other retailers.
- Owl's Brew has a history of celebrity partnerships, most notably naming TV host Jeannie Mai as Chief Brand Officer in 2021.
Jason Lewis is making a full-throttle comeback, and he’s doing it with a can in hand. The Sex and the City star, best known for playing Smith Jerrod, has fronted a new campaign for Spiked Pop, the hard soda line from female-founded RTD brand Owl’s Brew.
The campaign opens with Lewis stepping out of a cab, removing his sunglasses and asking, “Did you miss me?” The ad is packed with clever Sex and the City callbacks when a Samantha lookalike struts by, he quips, “Still got a type.” He even catches a tossed sushi roll, a nod to a memorable scene from the first SATC film, joking, “I was ready this time.”
The 54-year-old stepped away from Hollywood three years ago, relocating to Costa Rica before this high-profile return.
This is a sharp re-entry, much like Robert Pattinson’s cinematic comeback as global ambassador for 1664 Blanc earlier this year, Lewis is leveraging a premium beverage deal to reframe his public image.
Prior to acting, Lewis modeled for Guess?, Tommy Hilfiger, and Hugo Boss, making this campaign a natural fit. This is his first known partnership with Owl’s Brew.
Spiked Pop, crafted with real juices, botanicals, teas, and herbs, comes in seven flavors and carries no artificial flavors or coloring, a clean-label pitch that matches Lewis’s re-emergence as a more intentional, values-led public figure.
Takeaways
The Lewis x Spiked Pop campaign is a masterclass in nostalgia marketing; taking a beloved character, a self-aware celebrity, and a better-for-you product and wrapping them into one highly shareable moment. It’s not just an ad; it’s a cultural re-introduction.
For Owl’s Brew, landing a face this recognizable for their Spiked Pop launch signals serious ambitions in the competitive hard soda space.
For Lewis, it’s a calculated pivot, using humor, physique, and pop culture goodwill to remind the world he’s still very much in the game, on his own terms.
Does leaning into a two-decade-old TV character help or limit Jason Lewis’s chances of building a fresh new brand identity? Could this campaign signal that Owl’s Brew is gearing up for a larger celebrity ambassador strategy as competition in the RTD space heats up?
