If you watched the Big Game on Peacock, or in select states, you may have seen a familiar face from the Tombras School of Advertising and Public Relations. Junior public relations major Lanie Draughon, also known as Lanie Kristin on social media, appeared in body care brand Tree Hut’s first-ever Super Bowl commercial.
Draughon’s passion for social media began at a young age.
“I think I was maybe 11 when I got my first Instagram account,” she said. “I would make little posts and embarrass myself. People would make fun of me, but I would just talk about what I was doing, the things I loved, and the friends I was with. I started posting on TikTok when I was 17.”
That consistency paid off. Draughon now has nearly a quarter of a million followers on TikTok and close to 100,000 followers on Instagram.
She is an ambassador for the energy drink brand Alani Nu and has built partnerships with several companies, including Tree Hut. Draughon originally entered college as a biology major but later switched to public relations after realizing her career interests aligned more closely with social media and strategic communication.
“I feel like a lot of the things we talk about in my classes are what I do every day,” she said. “It’s really cool to see the behind the scenes and then be able to do it in real life.”
Draughon said her coursework particularly her public speaking class, advertising and public relations research courses, and Associate Professor Matt Pittman’s social media course—has played a key role in her professional growth.
“Professor Pittman really went through the analytics and metrics that brands look at,” she said. “It was really validating to what I do. I’ve kind of had to learn everything on my own, so hearing it from his perspective as a professional was incredibly helpful.”
Her relationship with Tree Hut began in 2024, when the brand invited her to attend Lollapalooza as part of a brand trip, which was her first official trip with a company. At the time, she had no idea it would lead to a Super Bowl commercial.
“The brand trip was so much fun,” Draughon said. “I finally got to meet the people I had been emailing with at Tree Hut. It really helped secure that relationship.”
Following several smaller partnerships, including in-store activations with beauty retailer giant Ulta, Draughon received an unexpected email while home in Nashville. The email asked her to sign a nondisclosure agreement which she initially assumed was related to a new product launch.
What followed came as a complete surprise.
“I got on a call with them on July 31,” she said. “They told me they were doing a Super Bowl commercial and that they wanted me to be part of it. I immediately broke down into tears. I still don’t think I’ve fully processed it.”
In October, Tree Hut flew Draughon to Mexico City to film the commercial, which features several social media influencers and aligns with the brand’s new visual identity. The ad transitions from a minimalist, monochromatic aesthetic to a vibrant, colorful scene filled with movement and energy.
Draughon spent two 15-hour days on set and connected with fellow influencers she now considers friends.
“It felt surreal,” she said. “I had to go right back to school afterward and act like I didn’t just fly to Mexico to film a Super Bowl commercial.”
Because of confidentiality agreements, Draughon was unable to share the news publicly until just days before the Super Bowl, when Tree Hut released the commercial. She watched it at home with her parents, an experience she described as emotional.
Looking ahead, Draughon hopes to make social media her full-time career. She credits her public relations degree and her time at the University of Tennessee, Knoxville, with helping her understand how social media and public relations work together.
“I feel like the University of Tennessee has given me so many incredible opportunities to learn,” she said. “I’m forever grateful to be a student here.”