John Cena has been a professional wrestler, actor, and, most importantly, the face of Hefty trash bags for a decade. Now Hefty has announced that Cena is taking on the role of spokesperson for the company’s whole line, including trash bags, tableware, and storage bags.

Not too shabby for a guy that you can’t see. 

Hefty and Cena’s new Strong Choice campaign will focus on kinds of strength that aren’t physical.

“Strong doesn’t always look the same,” explains Brienne Neisewander, Vice President of Hefty Marketing, Reynolds Consumer Products. “It can be unexpected or unconventional – and that’s exactly what we’re celebrating, and why John Cena is the perfect embodiment of this idea. While he’s known for his physical strength, what truly sets John apart is his confidence to stand out, lean into humor, and fully commit to who he is. That spirit of making bold choices and owning them is something we should all have the confidence to do and is exactly what this campaign is all about.”

Strong Choices

Hefty’s upcoming campaign will feature Cena seeing a host of everyday decisions that take confidence, conviction, and maybe some gumption. We’ll see people doing everything from rocking a bold personal style to ordering controversial pizza toppings. The overarching theme of each ad is to celebrate everyday strong choices.

“I’m excited to continue my partnership with Hefty and take on an expanded role with the brand,” says Cena. “What I love about the Strong Choice campaign is that it celebrates the everyday decisions we all make. Especially the bold, unexpected ones that don’t always go as planned. These spots have a lot of fun with those moments, while showing how Hefty ® products are built to handle whatever comes with making a strong choice.”

Cena’s Hefty Strong Choices ads will start rolling out later this month.