In a fun twist, Philadelphia Eagles’ All-Pro center, Jason Kelce, 36, has taken his viral shirt-ripping moment to a new level in a social media ad campaign for Frank’s RedHot hot sauce.

Known for his energetic antics both on and off the field, Kelce recently gained internet fame after enthusiastically tearing off his shirt while cheering on his brother, Travis Kelce, and the Kansas City Chiefs at Highmark Stadium.

In the new Social Media Super Bowl spot created by ColleMcVoy, Kelce parodies his viral moment by providing step-by-step instructions for making Frank’s RedHot buffalo chicken dip while shedding layers of clothing. The ad, which has garnered significant attention on social media platforms, showcases Kelce’s charismatic personality and playful demeanor.

“Hey, welcome to Kelce kitchen, let me tell you how to make Frank’s RedHot buffalo chicken dip,” Kelce enthusiastically announces at the start of the ad.

With each ingredient mentioned, Kelce theatrically removes a corresponding shirt to reveal the next step in the recipe. From shredded chicken to cream cheese and ranch dressing, Kelce’s comedic timing and expressive gestures add to the entertainment value of the advertisement.

At one point during the shirt-stripping sequence, Kelce encounters difficulty removing a shirt labeled “1/2 cup ranch dressing,” prompting a humorous remark: “Oh, that one was a little harder. But I got it!”

The ad culminates with Kelce revealing the star ingredient of the buffalo chicken dip – 1/2 cup of Frank’s RedHot sauce – as he removes his final shirt, bringing the amusing demonstration to a close. Watch below:

“Shirts were custom-made in LA with a very specific pattern for them to be ripped off,” shares Colle McVoy Executive Producer Kelly Farley. “And, we can confirm Jason is legit strong. We played around with the shirts before—and struggled to pull them off. You’ll see in the bloopers he tore three off at one time accidentally.”
The shoot, which occurred just two days prior, transformed a hotel room into an edit studio for post-production. The team maintained a fast pace, opting for minimal hair and makeup and gentle lighting to preserve authenticity. Each shot was meticulously planned, ensuring Kelce’s spontaneous charm shone through.

During the shoot, Kelce’s commitment to the campaign was evident as he poured Frank’s RedHot into his coffee with gusto, using a total of 25 bottles throughout filming. The production timeline was tight, with only 13 business days from the conception of the new creative concept to filming, including pre-game and in-game content. Watch below:

“At breakneck speeds, there was no time to overthink things—and that was a good thing. I’m not sure we’d have ended in the same place, seizing the moment if we had approached a traditional ad spot where talent is locked in many months in advance,” added Colle McVoy VP Group Creative Director, John Neerland.

Despite the time constraints, discussions about the set’s look and feel were extensive. Ultimately, the decision was made to create a clear distinction between pre-recorded content and live game footage to avoid viewer confusion.

The team’s dedication extended to wardrobe choices, with custom-made shirts designed to be ripped off during the shoot. Kelce’s genuine strength surprised the crew when he effortlessly tore off three shirts at once during one take.

Director Raul B. Fernandez, known for his improvisational background, played a crucial role in maintaining the shoot’s momentum. His keen eye ensured that Kelce’s authenticity was captured on camera, even amidst rapid client reviews and legal sign-offs.

The success of the collaboration underscores the power of spontaneity and authenticity in advertising, proving that seizing the moment can lead to memorable campaigns that resonate with audiences. As Frank’s RedHot and Jason Kelce continue to spice up Big Game ads, viewers can expect a flavorful twist on traditional advertising.

Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.