Sam Adams’ Super Bowl 2023 ad features Kevin Garnett


Kevin Garnett is writing a book about spreading love instead of talking trash in this alternate reality.

Kevin Garnett and “Your cousin from Boston” Greg Hoyt star in Sam Adams’ Super Bowl 2023 commercial. boston beer company

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Sam Adams has joined the list of companies producing Super Bowl 2023 ads, debuting a new ad on Monday featuring his lovable obnoxious spokesperson, Boston’s Your Cousin.

After teaming up with Boston Dynamics robots in 2022, this year’s ad features appearances from comedian Lenny Clarke and Celtics legend Kevin Garnett, and announces new changes to the company’s flagship Sam Adams Boston Lager.

To help raise awareness of what it calls an “easier to drink” and “brighter” beer, the Boston Beer Company envisioned a “Brighter Boston” for its Sam Adams Super Bowl ad.

In the minute-long ad, Yankees fans are welcomed with open arms, South Bostonians gladly give up parking spots, Clarke invites a stranger to the ballet, and Garnett writes a book about spreading love instead of talking about rubbish.

Boston Lager Remastered still uses the original mid-19th century beer recipe passed down to founder Jim Koch from his great-great-grandfather, according to a press release. However, the beer will now be brewed with fewer steps in the filtration process, which Boston Beer Co. says will result in “brighter, easier-drinking beer.”

“We like to say that we know there is a perfect Boston Lager…we just haven’t done it yet,” Koch said in the statement. “With Remastered, we’re one step closer to perfection. We’ve cleaned up the brewing process to create an easier-to-drink profile, giving it an extra sparkle that drinkers relish.

According to the release, “Your Cousin’s Brighter Boston” was filmed in multiple Boston neighborhoods, using approximately 90 local crews and nearly 50 Boston-area actors to bring the ad to life.

Watch Sam Adams’ Super Bowl 2023 commercial below.


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