• by Teresa Buyikian , Yesterday

A new campaign from Jim Beam turns football’s dreaded “doink” into a chance to reward fans.

 Through “Hit the Beam,” football fans can win TVs and other prizes when a field goal misses and strikes the goalpost or “beam.” The unfortunate sound the ball makes is known as the “doink.”

The campaign’s hero spot, seen here, stars actor and “Saturday Night Live” comedian Ben Marshall, playing an unqualified coach to former NFL kicker Kai Forbath, who has to unlearn his decade of kicking experience and actually aim for the goalposts to “win.”

"For generations, Jim Beam has been about expanding the table and bringing newcomers into the family, and our campaign … carries that spirit into game day. When the ball finds the beam, it doesn't matter which jersey you're wearing,” says  Regan Clarke,  vice president of American Whiskey, Suntory Global Spirits, in a release.

The creative rolls out this week across CTV, digital and social platforms including Meta, TikTok, Reddit and YouTube throughout the football season.

Each “doink” this season gives fans a chance to win one of up to five 85-inch TVs awarded each week in a random drawing. If there are no “doinks” that week, eligible entries will roll over to the next week. Football fans 21+ can enter to win at HitTheBeam.com beginning Sept. 9 through Feb. 15.

Jim Beam, which is also an official partner of the Seattle Seahawks, Dallas Cowboys and Kansas City Chiefs, will extend the campaign with a new series of limited-edition bottles featuring each team, which are available at select local retailers.