- Martha Stewart and actor Belmont Cameli star in a new Starbucks commercial to launch the 2026 Pumpkin Spice Latte.
- The social media ad announced the official return of the chain's iconic fall beverage to stores nationwide on August 25.
- Stewart playfully embraces the "basic" fall trend while trading comedic banter with Cameli over hot versus iced coffee preferences.
- The campaign builds on Starbucks' active 2026 strategy of teaming up with buzzy entertainment and sports talent.
Starbucks kicked off the autumn season by debuting a playful new promotional campaign starring lifestyle authority Martha Stewart and breakout actor Belmont Cameli. The coffee giant announced on August 24, 2026, that its signature Pumpkin Spice Latte (PSL) returns to stores nationwide on August 25.
In the viral video spot, Stewart clutches a warm pumpkin spice latte topped with whipped cream and spices. She asks the camera if the drink makes everyone “a little more basic” before adding, “This smells like my house in the fall. It’s perfect.”
Cameli then steps into the frame holding an iced version and quips, “You would get it hot.” Stewart turns back to the camera with a dry, deadpan response: “Should I know him?”
Cameli has quickly gained Hollywood momentum after starring as Garrett Graham in Amazon Prime Video’s series Off Campus, adding to earlier roles in Netflix’s Along for the Ride and the Saved by the Bell revival.
Stewart continues to expand one of the entertainment world’s most versatile commercial portfolios. Her coffee commercial follows earlier 2026 campaigns, including starring in Lancôme’s La Vie Est Belle Very Cherry campaign and in a cheeky new MOTHER Denim campaign. Stewart has also partnered with brands like American Eagle, Crumbl Cookies, and BIC Lighter.
This project marks Stewart and Cameli’s first campaign with Starbucks, but the coffee brand has a long history of high-profile celebrity alliances. In the past, Starbucks has launched campaigns with music superstars like Taylor Swift, Ariana Grande, and Lady Gaga.
This year, the company has leaned heavily into social-first pairings, highlighted by Taylor Rooks and Jared McCain partnering with Starbucks for a Fanatics Fest campaign and an exclusive concert experience with singer Myles Smith.
Takeaways
Starbucks continues to lead seasonal brand marketing by pairing an established cross-generational icon like Martha Stewart with a fast-rising screen star like Belmont Cameli.
Rather than running from the long-running internet joke that pumpkin spice lattes are “basic,” Starbucks leans directly into self-aware comedy.
The contrast between Stewart’s classic taste and Cameli’s charming banter creates a short, memorable internet moment that feels designed for social feeds rather than standard television slots.
Will pairing heritage lifestyle icons with rising young actors become the new standard for seasonal food and beverage launches? Will Belmont Cameli’s viral Starbucks spot lead to more solo endorsement deals across fashion and lifestyle brands?
