Jason Kelce’s light beer brand, Garage Beer, is set to make its Super Bowl advertising debut during the 2026 game on Sunday, February 8, with a commercial inspired by classic beer-ad traditions and filmed just outside Philadelphia.
The spot features the former Philadelphia Eagles center alongside ex-teammate Beau Allen and a miniature horse named Doug, marking the company’s biggest marketing push since its launch.
Kelce, who co-owns Garage Beer with his brother Travis Kelce, is shown in the ad doing cleanup work left behind by the legendary beer commercials of the past. Titled The Brotherly Shovel, the concept pays tribute to old-school advertising while literally “cleaning up” after it.
The commercial opens with a booming voiceover declaring, “We make a promise to do things the right way to respect the tradition,” followed by, “and to shovel what tradition leaves behind,” as Clydesdale horses pull a beer wagon out of frame.
Introducing “Brotherly Shovel”, the kind of serious beer commercial you’ve definitely seen before. It’s about honor, tradition, and a small horse named Doug. At Garage Beer, we believe someone has to handle what’s left behind, and we’re just fine being that beer and that brand. pic.twitter.com/AUsvN1OvtU
— Garage Beer (@drinkgaragebeer) February 3, 2026
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Kelce and Allen are then seen shoveling manure at a farm in Conshohocken, Pennsylvania, before pausing for a well-earned break to crack open cans of Garage Beer. The company says the campaign is “grounded in nostalgia, self-awareness, and not taking ourselves too seriously.”
The commercial is set to air nationally during the Super Bowl broadcast and will also be shared across Garage Beer’s social media channels, with additional exposure planned in the Philadelphia designated market area.
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The 2026 Super Bowl commercial follows a series of unconventional and extended ads from Garage Beer, including Brewmite and Thermal Buzz, which referenced nostalgic films and casual hangouts rather than traditional, polished beer marketing.
While promoting Brewmite II in August 2025, Jason Kelce explained the philosophy behind the brand’s advertising. “I don’t think we should over-complicate it. I think, like I said, when it comes to beer, I think when you’re having fun, and you’re being personable, you’re being creative, all the best beer ads I know are fun, creative,” Kelce said.
He added, “They get to the essence of what beer drinking is, which is either friendship or buddies hanging out, and you’re doing something stupid together, and it’s funny.”
Director Jordan Phoenix said the Super Bowl spot reflects a pattern of escalating ambition for the brand’s campaigns. “And we’ve done something that you might get a little sneak peek at the end of this thing that’s like, each one, bigger crew, dumber ideas, bigger ideas.” Kelce responded to that direction by adding, “We can go dumber.”
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Beyond the commercial itself, Garage Beer announced plans for a branded halftime activation tied to the Super Bowl.
In a press release, the company stated, “Garage Beer is taking on Big Beer in a way only we can — MTV Deathmatch Style,” with plans to give away props and clay figures from the campaign through its social media channels after the game.
