Retired NFL star Jason Kelce has just decided to return to football in a humorous new spot from Buffalo Wild Wings.
Helmed by creative agency Anomaly, "Let's Go Sports Bar" stars the former Philadelphia Eagles center, who can't seem to walk away from football.
Helping him out is Buffalo Wild Wings mascot Hank, a massive winged buffalo with a wild personality.
According to Anomaly CCO Josh Fell, the sports bar chain, which celebrates the start of the season like it's the Super Bowl, is the best place for football.
Buffalo Wild Wings even hosts fantasy draft parties.
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Kelce described the campaign in a statement, expressing excitement as a longtime fan of the chain.
“It has the best wings and sauces, wall-to-wall TVs and plenty of beer options on draft. Plus, my menu picks upgrade any football occasion," he concluded.
Aside from the spot, the campaign includes "Kelce's Picks," a special menu order consisting of the star's go-to order for the big game.
The linebacker-sized meal includes a triple bacon cheeseburger (made with thick-cut bacon, Kelce's favorite cut) and a plate of 10 traditional wings in the new buffalo bacon sauce.
Additionally, the chain collaborated with Kelce to produce a limited-edition T-shirt featuring the star with Hank.
Available on T-shirt site Homage, a portion of the shirt's proceeds will go towards supporting BePhilly, the player's Philadelphia-based non-profit foundation.
Buffalo Wild Wings is also introducing a slew of other bacon-inspired menu items, including a BLT sandwich, the Bacon Patty Melt, and the Bacon Mac & Cheese Burger.
Jason Kelce is a perfect fit as the latest ambassador for the sports bar chain, which maintains a distinct brand voice that resonates with the football-loving everyman.
Solving the Woes of Retirement
In the full-length 30-second spot titled "Jason Kelce is making his football comeback (at Buffalo Wild Wings)," the retired football player cries in his car as he calls up Hank the Buffalo, who is in the middle of a bubble bath.
The star expresses his deep regret, and doubts he will ever be able to walk away from football.
Hank's solution? Welcoming Kelce to Buffalo Wild Wings.
Despite being confused at first, Kelce warms up to the joint, which features wall-to-wall TVs for watching the game, and loads and loads of chicken wings and beer.
After confirming that B-Dubs is football, the spot ends with a rousing chant of the campaign's title, "Let's Go Sports Bar."
In a shorter 15-second spot, Hank and Kelce point out their shared interests.
According to the buffalo, both of them love Honey Barbecue and football, which makes them like the brothers they never had.
Kelce interrupts, pointing out that he has a brother. Hank asks if his brother has time for him, which Kelce humorously denies, a joking reference to the pair's incredibly successful podcast together.
Hank the Buffalo has had quite the year after debuting in his first campaign.
Meanwhile, Kelce has made multiple guest appearances in ads since his retirement.
Earlier in June, he starred in a campaign for Kingsford's Grill.
Editing by Katherine 'Makkie' Maclang
