Jim Beam has unveiled “Hit The Beam,” a new football-season campaign starring actor and comedian Ben Marshall and former NFL kicker Kai Forbath. The campaign, which debuted today ahead of the NFL season kickoff game, gives fans the chance to win prizes each time a field goal attempt strikes the goalpost.
The bourbon brand aims to turn football’s “doink” – the sound of a kick bouncing off the goalpost, or “Beam” – into a moment of celebration for rival fans.
“At Jim Beam, we’ve always believed the best moments are the ones shared with others,” said Regan Clarke, VP of American Whiskey, Suntory Global Spirits. “When the ball finds the Beam, it doesn’t matter which jersey you’re wearing, we can all raise a Beam & Lemonade together.”
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In the campaign spot, Marshall plays an unqualified coach tasked with teaching Forbath to miss on purpose. Forbath must aim directly at the goalpost instead of between the uprights.
“I’ve watched enough football to know that a doink usually results in a lot of yelling, just not the good kind,” said Ben Marshall. “Jim Beam is changing that. Now, when a ball hits the Beam, there’s actually something to celebrate. My job was just to teach a professional kicker how to miss correctly, which I was obviously extremely qualified to do.”
Forbath admitted the task proved harder than expected. “I spent my entire career trying to put the ball between the beams, so being told to aim for one was definitely a first,” he said. “It turns out hitting the goalpost on purpose is a lot harder than it looks. But if a doink means fans can win, I guess there really is such a thing as a good miss.”
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READ THE STORYThroughout the season, every doink gives fans a chance to win an 85-inch TV, with up to five awarded each week. Winners are selected at random based on the number of doinks. If no kicks hit the Beam, eligible entries roll over to the following week.
Fans can enter at HitTheBeam.com from September 9. Entrants must be 21 or older.
The campaign rolls out across CTV, digital and social platforms including Meta, TikTok, Reddit and YouTube.
As an official partner of the Seattle Seahawks, Dallas Cowboys and Kansas City Chiefs, Jim Beam will also release limited-edition bottles featuring each franchise at select local retailers. Jim Beam is the world’s best-selling bourbon, crafted by eight generations of family distillers since 1795.
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