Jason Kelce Enters the Lab. Science Will Never Recover. Garage Beer has officially launched Garage Labs, a six-week social content series that dares to answer one very important question: what happens when you give the former Philadelphia Eagles’ center access to “science”?
The new spots roll out every Friday under the banner “Thank Garage It’s Friday,” and yes, Kelce is now a beer scientist. Or at least dressed like one.
The series kicks off with “Cold Cranker,” in which Kelce attempts to engineer the ultimate chill by hooking a can of Garage Beer to a car battery. Is this how thermodynamics works? Probably not. Does that stop him? Absolutely not.
When fellow former NFL lineman Beau Allen asks for his beer even colder, the experiment takes a turn that can only be described as… dusty. Powdered beer, it turns out, is not meant to be consumed straight. Consider that your public service announcement. Watch below:
While Garage Labs may not feature any actual breakthrough beer-drinking technology, the brand insists there’s real science behind crafting what it calls “the world’s most beer-flavored beer.” The tone leans into absurdist lab theatrics, backyard ingenuity, and the kind of chaotic confidence you’d expect when a Super Bowl champion is handed safety goggles.
The campaign was created in-house under Chief Creative Officer Corey Smale, with direction from Jordan Phoenix. According to the brand, Kelce was heavily involved in shaping the creative direction, helping push the concept into full mad scientist territory.
Is it science? Questionable. Is it entertaining? Very.
Garage Labs is now in session. Put on your goggles and your finest white lab coat.
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