For Brotherly Shovel, I got to bring nostalgic Super Bowl energy into the Garage Beer universe—big, cinematic setups, then a hard left into comedy. Jason Kelce and Beau Allen roll into a stable like it’s the opening of a classic beer commercial… until the “tradition” they’re honoring turns out to be a mountain of manure and a tiny horse named Doug. Filmed on a working farm outside of Philly, the spot is part tribute, part troll—exactly the kind of grounded, practical, laugh-out-loud work I love making.
There are like a million articles written about this spot, but here are a few top ones:
- PEOPLE: Jason Kelce’s GarageBeer Super Bowl Commercial Stinks. No, Really.
- ADWEEK: Jason Kelce Smears Horse Crap on His Face In Garage Beer’s Super Bowl Debut
- ADAGE: Garage Beer Shovels Up Budweiser’s Mess…
- BLEEDING COOL: Garage Beer Made a “Big Game” Spot Starring Jason Kelce
- VICE: Garage Beer’s Super Bowl Ad Just Birthed the First Viral Star of the Weekend
And here is the spot. Go Birds.