Kevin Garnett brings Boston pride to the Super Bowl. A celebration of the city that brews it all.
Samuel Adams is Boston's beer. But in a Super Bowl crowded with celebrity cameos and high-budget spectacles, how do you cut through the noise while staying true to your roots?
The brand needed to celebrate Boston's spirit—the pride, the stubbornness, the loyalty that borders on irrational—in a way that actually felt like the city, not a postcard of it.
Boston isn't just a city—it's a personality. And Kevin Garnett has that personality. He brought a championship to Boston and became part of the fabric there in a way that doesn't wear off.
I pitched the KG idea. As a lifelong Celtics fan, I grew up watching him and knew his energy was exactly right for this. His intensity, his passion for the city—it was a match that didn't need explaining.
Directed by Aaron Stoller, "Your Cousin's Brighter Boston" ran during Super Bowl LVII across 15 markets, backed by a media plan spanning TV, digital, and OOH.
As Communications Strategist at Goodby, Silverstein & Partners, I'm proud to have pitched the idea of partnering with Kevin Garnett. I grew up watching KG—the intensity, the passion, the way he talked about Boston like it was the only city on earth. I knew he was the right person for this. When the idea clicked, it was one of those rare moments where the work and the person just fit perfectly.
I worked on the regional media strategy that spread the campaign across 15 markets where Boston pride is real. I helped identify OOH placements that would make the campaign feel local—billboards along the Pike, bar takeovers in Faneuil Hall. The work went beyond game day and kept the conversation going with Boston fans long after the Super Bowl was over. You don't need the biggest stage if the story is right.
"Boston doesn't just make beer. Boston makes Samuel Adams. And that's a whole different thing."— Campaign Manifesto
The campaign hit because it was real. Kevin Garnett's connection to Boston isn't a PR relationship—it's genuine, and viewers felt it. You can't script that kind of credibility.
The spot drove conversation on social and cemented Samuel Adams as the beer that belongs to Boston—not just sells there.