Jason Kelce won’t be lining up at center this Super Bowl Sunday, but his presence will still be felt — just in a very different setting.
According to AdWeek, the longtime Philadelphia Eagles standout is appearing in a regional Super Bowl commercial for Garage Beer, the light lager company he co-owns with his brother Travis.
The spot marks the brand’s first-ever Big Game campaign and will air across the Philadelphia designated market area, including parts of Pennsylvania, New Jersey, Delaware, and Maryland.
The concept is a tongue-in-cheek tribute to Budweiser’s classic Clydesdale Super Bowl ads — the kind known for sweeping farm visuals, horses, and old-school Americana. But instead of polished sentimentality, Garage Beer takes a more literal, blue-collar route.
Filmed on a farm outside Kelce’s hometown, the 60-second ad shows Kelce and former teammate Beau Allen working around a stable, loading beer crates, and shoveling stalls.
A voiceover talks about honoring tradition and “doing things the right way,” before the camera reveals exactly what that “tradition” involves: a pile of fresh manure and two shovels.
Later in the spot, Allen notices something on Kelce’s face. Kelce goes to wipe it off — only to smear the mess further. The moment is played straight for humor, with Kelce delivering the line, “These beers taste great, but it smells like sh*t,” before the brand’s tagline cuts in: “Garage Beer gets the job done.”
According to Allen, the shoot was as unpredictable as it sounds. “I always enjoy working with Kelce and Garage Beer because I truly never know what I’m getting into,” he said in a statement. “This was my favorite one yet, because not only did Kelce smear [manure] all over his face, but I also met my new best friend, the mini horse Doug.”
Garage Beer launched in 2018 as a craft label, later became independent, and expanded nationally. The Kelce brothers became major investors in the brand in 2024.