Keegan-Michael Key Accepts 'Defeat' From Jim Beam


Jim Beam kicked off an integrated media campaign across TV, streaming, digital, social media and ecommerce to reach football fans.

The "7 Stages of Defeat" features actor Keegan-Michael Key. The spots promote the bourbon's care package and a fan sweepstakes to win the limited-edition offer. 

The second and third sweepstakes drop on Jan. 27, after the Conference Championships, and Feb. 10, the Monday following the Super Bowl at 12 p.m ET/9 a.m. PT. Speed is encouraged, as the first drop emptied in an hour.

PXP, part of the Publicis Groupe, created the spot.

“As fans, we’ve all been there — the ups and downs, the yelling at the refs on TV who clearly can’t hear you, and the utter disbelief when the “winning field goal” hits the goalpost and doinks the wrong way.” said Keegan-Michael Key. “That’s why I teamed up with Jim Beam to help football fans laugh their way through all of the stages of defeat — from denial to acceptance — and maybe even a little hope for next season.”

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Fans can also follow @jimbeamofficial on Instagram as Keegan-Michael Key uses comedy skits to bring the seven stages of defeat to life.

Jim Beam bourbon is owned by Suntory Global Spirits.

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