Colin Jost is going to great lengths to find the perfect holiday gift—in this case, literally.
The Saturday Night Live star headlines a new holiday campaign for Kay Jewelers that sends him on an increasingly absurd quest through the perils of seasonal shopping.
“Sometimes, finding the perfect gift can feel like…an odyssey,” Jost says at the start of the commercial, before his cozy holiday surroundings give way to a snowy wilderness.
From there, Jost makes his way past the “ghosts of thoughtless gifts”—including a discarded exercise bike—and across the “sea of last-minute panic,” where even a bird feeder begins to sound like a possibility.
Things grow increasingly epic from there, with Jost eventually sporting a full beard and wandering the wintry landscape in search of an answer. His journey ends when he comes upon a Kay necklace in the snow.
“Oh? Jewelry? That makes sense,” he concludes.
The spot is part of Kay’s new holiday campaign under its “Love All In” brand platform, with the jeweler positioning Jost’s gift-shopping odyssey as a comic take on the pressure of finding the right present. The campaign is set to run on television and streaming, as well as across Kay’s YouTube and Instagram channels.
Kay is only the latest brand to put Jost to work outside his regular gigs. In addition to co-anchoring “Weekend Update” and playing Pete Hegseth on Saturday Night Live, and hosting Pop Culture Jeopardy!, he’s appeared in commercials for brands including IZOD, Amazon, AT&T Fiber, Rivers Casino, DraftKings, and Blue Moon.
Most recently, Jost became Blue Moon’s first celebrity partner in 2025, starring in a series of spots for the beer brand and making surprise appearances behind the bar at three watering holes in his native Staten Island.
