Garage Beer, the model co-owned by Jason and Travis Kelce, is making its Super Bowl debut with a regional advert that sees Jason smear horse crap on his face.
The model confirmed to ADWEEK that it’s going to air its first Big Game marketing campaign within the Philly designated market space, which incorporates Pennsylvania, New Jersey, Delaware, and Maryland.
The 60-second spot was shot on a farm outdoors of Jason Kelce’s hometown of Philadelphia. Nodding to Budweiser’s well-known Clydesdale advertisements, it exhibits the retired Philadelphia Eagles lineman alongside his former teammate and Super Bowl champ, Beau Allen.
Created in-house, “Brotherly Shovel” riffs on the Eagles’ almost unstoppable short-yardage “Brotherly Shove” quarterback sneak, popularized by Kelce. The transfer sees the offensive line, aided by teammates pushing from behind, muscle the ball ahead.
The business exhibits Kelce and Allen as two staff loading crates of unknown beer on to a wagon. “We make a promise to do things the right way, to respect the tradition,” says a voiceover, including: “And to shovel what tradition leaves behind.”
A pile of steaming horse crap and two shovels are seen within the foreground because the pair make their approach into the stables for a chilly beverage. As they crack open their cans of Garage Beer, Allen tells Kelce there’s one thing on his face. As he lifts up his hand to wipe it off, he merely smears extra poop on it.
“These beers taste great,” he says, “but it smells like sh––.” He’s lower off by the tagline: “Garage Beer gets the job done.”
The advert ends with Allen feeding a carrot to Doug, a miniature pony.
A Big Beer Alternative
Light brew Garage Beer, which additionally sells a lime taste, launched as a craft beer model in 2018, initially brewed below Braxton Brewing earlier than spinning off as its personal label.
In 2024, the Kelces grew to become main buyers within the $200 million model, with Jason bringing his star energy to its chaotic, over-the-top advertisements, which lean on absurd humor and Philly delight.
Allen has beforehand appeared alongside Kelce in a number of of those advertisements, together with martial arts film spoof “Brewmite,” a jungle-themed spot known as “Thermal Buzz,” and a viral social video exhibiting the pair washing a Tesla Cybertruck whereas consuming beer.