Garage Beer, the brand co-owned by Jason and Travis Kelce, is making its Super Bowl debut with a regional ad that sees Jason smear horse crap on his face.
The brand confirmed to ADWEEK that it will air its first Big Game campaign in the Philly designated market area, which includes Pennsylvania, New Jersey, Delaware, and Maryland.
The 60-second spot was shot in a farm outside of Jason Kelce’s hometown of Philadelphia. Nodding to Budweiser’s famous Clydesdale ads, it shows the retired Philadelphia Eagles lineman alongside his former teammate and Super Bowl champ Beau Allen.
Created in-house, “Brotherly Shovel” riffs on the Eagles’ nearly unstoppable short-yardage “Brotherly Shove” quarterback sneak, popularized by Kelce. The move sees the offensive line, aided by teammates pushing from behind, muscle the ball forward.
The commercial shows Kelce and Allen as two workers 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, adding: “And to shovel what tradition leaves behind.”
A pile of steaming horse crap and two shovels are seen in the foreground as the pair make their way into the stables for a cold beverage. As they crack open their cans of Garage Beer, Allen tells Kelce there’s something on his face. As he lifts up his hand to wipe it off, he simply smears more poop on it.
“These beers taste great,” he says, “but it smells like sh––.” He’s cut off by the tagline: “Garage Beer, gets the job done.”
The ad ends with Allen feeding a carrot to Doug, a miniature pony.
A Big Beer Alternative
Light brew Garage Beer, which also sells a lime flavor, launched as a craft beer brand in 2018 originally brewed under Braxton Brewing before spinning off as its own label.
In 2024, the Kelces became major investors in the $200 million brand, with Jason bringing his star power to its chaotic, over-the-top ads, which lean on absurd humor and Philly pride.
Allen has previously appeared alongside Kelce in several of these ads, including martial arts movie spoof “Brewmite,” a jungle-themed spot called “Thermal Buzz,” and a viral social video showing the pair washing a Tesla Cybertruck while drinking beer.
