Jason Kelce literally got down and dirty to return to the Super Bowl

Jason Kelce may be done snapping the ball on Super Bowl Sunday, but the former Philadelphia Eagles lineman is still showing up for the big game — this time representing a different kind of grind.

Per AdWeek, Kelce stars in a regional Super Bowl commercial for Garage Beer, the light beer company he co-owns with his brother Travis. The 60-second spot will air in the Philadelphia market and doubles as both the brand’s Big Game debut and a tribute to Budweiser’s iconic Clydesdale ads.

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But where Budweiser traditionally opts for cinematic shots and polished nostalgia, Garage Beer takes a more stripped-down approach — one that mirrors Kelce’s reputation as a hard-nosed, lunch-pail player.

Shot on a working farm outside Philadelphia, the ad shows Kelce alongside former teammate Beau Allen handling everyday chores. They haul crates, walk through muddy stalls, and shovel manure before cracking open a couple of cans. A voiceover frames the moment around doing things “the right way” and respecting tradition, leaning into the idea that nothing is handed to you.

One scene plays up the physical reality of the setting. After working in the stable, Allen points out something on Kelce’s face. Kelce wipes at it, only to smear it further — a bit that underlines the ad’s commitment to keeping things practical rather than polished.

“These beers taste great,” Kelce says in the commercial, before adding, “but it smells like sh*t,” as the tagline cuts in: “Garage Beer gets the job done.”

Allen said filming the spot was on brand for the company’s approach. “I always enjoy working with Kelce and Garage Beer because I truly never know what I’m getting into,” he said. “This was my favorite one yet.”

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Garage Beer launched in 2018 and has grown into a fast-rising light beer label. The Kelce brothers became major investors in 2024, and the marketing has leaned heavily into their personalities — less glossy production, more backyard, locker room and job-site energy.