Jason Kelce and Beau Allen Feature in Stinky Garage Beer Super Bowl Commercial
Former Philadelphia Eagles center Jason Kelce has teamed up with former teammate Beau Allen and a miniature horse named Doug for a uniquely “stinky” Super Bowl advertisement promoting Garage Beer. The commercial, titled “The Brotherly Shovel,” takes a satirical aim at the polished traditions of major beer advertising, specifically the iconic imagery of galloping Clydesdales often seen during the big game.
In the spot, a serious voiceover discusses the importance of respecting tradition as majestic horses pull a beer wagon out of the frame. The scene then cuts to Kelce, Allen, and Doug the horse, who are left to shovel the manure the larger horses left behind. The gag revolves around the premise of “shoveling what tradition leaves behind,” positioning Garage Beer as a grounded, self-aware alternative to legacy brands.
Garage Beer, a small-batch light beer brand co-owned by Jason and Travis Kelce, frequently uses humor that appeals to a blue-collar demographic. However, viewers should be aware that this commercial is not a national broadcast. The ad is scheduled to air specifically in the Philadelphia regional market during the Super Bowl. This strategy allows the company to leverage the massive viewership of the event and Kelce’s local celebrity status without incurring the estimated $7 million cost required for a national 30-second slot.
By utilizing a “gross-out” humor element involving manure shoveling, the brand risks alienating viewers who prefer more sanitized commercial breaks, but the campaign aligns with the Kelce brothers’ history of unpretentious and often raucous public personas. The inclusion of Doug, a miniature horse, adds an absurdist element that contrasts with the serious tone of the opening narration.
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