Sam Adams’ Super Bowl commercial imagines a Boston where the people are really nice


Kevin Garnett writes 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 production companies Super Bowl 2023 Adsdebuting a new ad Monday with its adorable and obnoxious mouthpiece, Your Cousin from Boston.

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

To help spread the word about what it calls an “easier to drink” and “brighter” beer, the Boston Beer Company envisioned a “Brighter Boston” for its Sam Adams Super Bowl commercial.

In the one-minute ad, Yankees fans are welcomed with open arms, South Boston residents are willing to give up parking spots, Clarke invites a stranger to the ballet, and Garnett writes a book about spreading love in trash talk place.

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

“We like to say that we know there is a perfect Boston Lager… but we haven’t quite got it yet,” Koch said in the statement. “With Remastered, we are one step closer to perfection. We cleaned up the brewing process to create a more drinkable profile, giving it an extra shine that drinkers will savor.”

According to the release, “Your Cousin’s Brighter Boston” was filmed in various Boston neighborhoods, using around 90 local crew members and close to 50 Boston-area actors to bring the ad to life.

Check out Sam Adams’ 2023 Super Bowl commercial below.

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