(Courtesy Garage Beer)

We love Super Bowl beer commercials. And this regional spot featuring Jason Kelce and retired Philadelphia Eagles lineman Beau Allen is hilarious, even if you’ll have to be in the Philly designated market area, which includes Pennsylvania, New Jersey, Delaware, and Maryland, to see it.

Here’s the deal…

Garage Beer, the all-lager company co-owned by Jason and Travis Kelce has some of the best beer promotions we’ve ever seen, a their newest, which will actually make a regional Super Bowl appearance in the Philly designated market area, kills it.

The 60-second spot which stars the always funny Jason Kelce and was shot on a farm just outside his hometown of Philadelphia. Created inhouse for Garage Beer, “Brotherly Shovel” alludes to the many Budweiser’s Clydesdale Horse ads that have become a Super Bowl tradition over the years, as well as the Eagles’ nearly unstoppable short-yardage “Brotherly Shove” quarterback sneak, popularized by Kelce.

Brotherly Shovel

In the spot, Kelce and Allen play a couple of old-timey workers hauling crates of mystery beer onto a wagon, looking like they just clocked in for the least glamorous shift on the frontier. A narrator solemnly intones something about doing things “the right way” and honoring tradition — before adding, with a wink, that tradition also involves shoveling whatever gets left behind.

Cut to a less subtle visual punchline: a steaming pile of horse manure in the foreground, flanked by two waiting shovels. Having apparently earned a break, the duo head into the stables and crack open cans of Garage Beer. It’s gritty, it’s dusty, and it’s definitely not a luxury lounge.

As they sip, Allen points out that Kelce has something on his face. Kelce tries to wipe it off, only to smear the situation into an even bigger mess. Undeterred, he shrugs and delivers the line, “These beers taste great, but it smells like sh—” before the ad cuts him off with the deadpan tagline: “Garage Beer gets the job done.”

David vs Goliath

You’ve got to give to Garage Beer, this ad is as cinematically impressive as the majors and totally captures the brand’s irreverent sense of humor. And it’s a true Daivid vs Goliath play on Garage Beer’s part…

Anheuser-Busch is spending millions to air its beer ads during Super Bowl LX, and if “Brotherly Shovel” had been able to afford a national appearance, we promise you, it would have been one of the most talked about beer ads of the season.

Garage Beer

In 2024 Jason Kelce and Travis Kelce joined Garage as significant investors, partners, owners, and operators.

“People crave quality and simplicity, and Garage Beer nails both for me.” said Jason Kelce. “The brand fits my lifestyle, and having a few beers is a great excuse to get the neighbors together.”

Garage Beer is a 4% ABV, 95 calories and 3g carbohydrate Light Lager beer served in two varieties: classic regular and lime.

The Garage Beer recipe was originally developed by Braxton Brewing in Covington, Kentucky, which is just across the river Cincinnati, Ohio (where Jason and Travis both played college football for the Cincinnati Bearcats). Braxton Brewing then sold a majority of  the light beer brand to a team of investors that now include the Kelce brothers.

Although the beer is still contract brewed at the Braxton facility, the business headquarters is now just north in Columbus, Ohio.

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