Garage Beer is going full Philly for Super Bowl LX, tapping hometown heroes Jason Kelce and Beau Allen for a local-market spot that leans hard into tradition, loyalty, and… manure.
The former Philadelphia Eagles standouts headline a new Garage Beer commercial airing exclusively in the Philadelphia market during the Big Game. While co-owner Travis Kelce sits this one out on screen, the ad doesn’t lack star power. Kelce and Allen are joined by Doug, a miniature horse who steals the spotlight in memorable fashion.
Shot on a farm near Conshohocken, the spot titled “Brotherly Shovel” opens with a familiar Super Bowl visual cue: the Budweiser Clydesdales pulling a beer wagon. The reveal, however, takes a turn. Instead of majesty, viewers are greeted with Doug and a sizable pile of manure.
“We make a promise to do things the right way,” the narrator says. “To respect the tradition. And to shovel what tradition leaves behind.” Watch below:
The commercial is very on-brand for Garage Beer, blending blue-collar humor with Philly grit and self-awareness. It also marks another collaboration between Kelce and Allen for the brand. The duo previously teamed up on Garage Beer campaigns and longer-form projects like Brewmite and Thermal Buzz, both playful homages to Kelce’s favorite childhood movies.
Lincoln, the bald eagle, may still reign supreme as Philadelphia’s most iconic Super Bowl symbol, but this year, Doug the miniature horse is making a strong case for second place.
The full one-minute spot will air locally during Super Bowl LX on Sunday.
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