That Beautiful Bean

Bush’s Beans
Roll that beautiful bean footage. It’s the catchphrase that Jay Bush and Duke have been saying for years in all of Bush’s archival ads, but it was time to pass the bean torch on to someone who can take it to new heights.

For Super Bowl LVII, we teamed up with Peyton Manning to expand upon this iconic phrase and let people in on all the amazing benefits of beans.

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AdFed The Show, Gold (2x) - Peyton Canning

AdFed The Show, Bronze (2x) - Bush’s Beans in the Superbowl

First, we needed Peyton to prove to the world that he’s got what it takes to join the bean team. 

In our main spot, with the help of Duke, Peyton shares how you can take just about anything to the next level with beans.

We also created a suite of social assets to help spread that beautiful bean word.

Continuing the partnership with Peyton one year later, we created Peyton Canning—a first-of-its-kind, limited edition, talking can opener that gives you inspirational lines from Peyton while you open your beans. All 5,000 can openers were gone within 9 minutes of the giveaway announcement. 

Agency: Carmichael Lynch
CD: Chad Temples, Daniel Alvres
Co-AD: Josh Harms, CW: Matt Waronker