• by Fern Siegel , July 7, 2025

Eight Elite Light Beer, founded by Pro Football Hall of Famer Troy Aikman, has launched its debut campaign.

Developed with the brewing program at Oregon State University, Eight Elite Light Beer is made with just three ingredients — water, malt, and hops — and contains no additives or sweeteners. The beer's positioning: “Lose the Additives, Keep the Taste."

Dallas-based independent creative agency Johnson & Sekin created three 31-second spots for the brand, featuring Aikman and his friend and broadcast partner Joe Buck.

Alongside the TV spots, shot on location at Lucky Dog Saloon, a popular Dallas bar, the integrated campaign spans OOH, digital and radio. The first spot is running on ESPN. The other two go live in August to kick off the start of the new football season.

"We were able to capture genuine moments with Troy and Joe that convey the brand’s personality and simple ingredients with smart,  memorable creative," said Kent Johnson, agency co-founder and co-director of the TV spots. 

J&S client work includes Baylor University, Pecan Lodge, Serious Bean Company and UT Apparel.