Peyton Manning calls audibles for Bush’s

(Courtesy of Carmichael Lynch)

America will hear the words “roll that beautiful bean footage” in a new voice when newest bean ambassador Peyton Manning joins Bush’s iconic spokes-team of family member Jay Bush and his rapscallion talking dog Duke in their quest to put the beautiful bean front-and-center in the brand’s first-ever Big Game spot.

Bush’s first-ever Big Game ad (a 30-second spot titled Go Bigger) and the teaser (titled Beautiful Bean Tryouts) were both created by Carmichael Lynch in partnership with Omaha Productions.

Bush’s is on a mission, with the help of Manning, to show fans the nutrition and versatility benefits of the powerful bean, including being a great source of fiber and a plant-based protein. The campaign highlights not only their iconic Baked Beans but also their many sweet and savory products for every occasion.

“We believe beans are an important weekly staple,” said Stephen Palacios, Senior Vice President, Marketing & Innovation at Bush’s. “Beans are an affordable plant-based protein source that have less impact on water sources compared to animal protein and come in infinitely recyclable cans.” 

Fans can catch a teaser (titled Beautiful Bean Tryouts) for the game day commercial with Manning preparing for his role as bean ambassador online now. In the teaser, Duke Bush, Bush’s iconic spokesdog, and Jay Bush, Duke’s pal and the great-grandson of Bush’s founder, work with Manning as he preps for his Big Game appearance with the Beautiful Bean Company.

Manning is among an elite group. Since its introduction in 1994, he is only the third spokesperson to utter the iconic phrase, “roll that beautiful bean footage,” in a Bush’s TV ad – following in the storied footsteps of Jay and Duke. Watch below:


“This game day, Bush’s is starting a conversation around beans that focuses on the nutrition, versatility, and sustainability benefits of what we call ‘the beautiful bean,'” said Palacios. “There is no better person than one of the greatest quarterbacks of all time, Peyton Manning, to bring a new kind of enthusiasm to what we believe is the greatest plant-based protein of all time. The beautiful bean message will be heard far and wide.”

“Working with Jay and Duke was a lot of fun, and it’s great to be working with this fantastic, family-owned company,” said Peyton Manning. “They’ve been bringing me up to speed, and I’m ready to share my newfound bean knowledge with fans for game days.”

The full spot will air during the second half of the Big Game on February 12 in select markets.

As a key ingredient in many fan-favorite game day recipes and the perfect plant-fueled protein for players and fans alike, Bush’s beans are excellent additions to Big Game traditions across the country.

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The Super Bowl, featuring The Philadelphia Eagles vs. The Kansas City Chiefs, will kick off Sunday, February 12 at 6:30 EST/5:30 CST/3:30 PST.