Refresh your season with Jim Beam
Jim Beam and Kenan Thompson debut Refresh Your Season campaign, inviting fans to turn postseason disappointment into stress-free enjoyment.
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This football season, Jim Beam, the world’s #1 bourbon, is launching Refresh Your Season a new campaign directed by Pete Marquis and produced by Good Behavior, starring comedian, actor and football fan Kenan Thompson.
Together, with agency Johannes Leonardo they’re encouraging fans whose teams have fallen short of victory to hit the refresh button with a Jim Beam and lemonade as they enjoy the rest of the postseason.
Debuting during the Christmas Day football game on Netflix, the campaign spot takes place in a lively sports bar where Thompson plays the resident bartender. With his trademark comedic charm, he helps patrons cope with the all too-relatable heartbreak of seeing their team eliminated from Big Game contention. Thompson reminds fans that while defeat may sting, there’s something unexpectedly freeing and refreshing about watching the remainder of the season stress-free, especially with a crisp Jim Beam and lemonade in hand.
Credits
View on- Agency Johannes Leonardo/New York
- Production Company Good Behavior
- Director Pete Marquis
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Credits
View on- Agency Johannes Leonardo/New York
- Production Company Good Behavior
- Director Pete Marquis
- VFX/Finishing Mathematic
- Color Company Rare Medium
- Sound Design / Mix Sonic Union
- Chief Creative Officer Jonathan Santana
- Executive Creative Director Lex Beltrone
- Creative Director Andrew Tobin
- Creative Director Alex Smith
- Creative Director Marjorie Vardo
- Design Director Justin Walsh
- Associate Design Director Eric Bubas
- Designer Manmeet Sodhi
- Head Of Production Rebecca O'Neill
- Group Executive Producer Ken Kitch
- Producer Anna James
- Executive Producer Victoria Guenier
- Head Of Production Adam Lawson
- Producer Megan Pfaffenroth
- Director Of Photography Zach Voytas
- Editorial Company Cut+Run/New York
- Editor Robert Ryang
- Head Of Production Marcia Wigley
- Senior Producer Diana Mendez
- Managing Partner Lauren Hertzberg
- Assistant Editor James Kracht
- Executive Producer Hadi Dahrouge
- Post Producer Christian Kelly
- Finish/ VfX/VfX Executive Producer Brad Edelstein
- Lead Flame Artist Vincent Blin
- Managing Director Heath Raymond
- Colorist Fergus McCall
- Color Head Of Production Evan Bauer
- Executive Creative Director Halle Petro
- Head Of Production Patrick Sullivan / (Head of Production)
- Producer Gina Petrarca
- Sound Designer / Mix Engineer Julienne Guffain
- Mix Assistant Graham Carpenter
- Music House Sonic Union
- Music Producer Justin Morris
- Composer Zac Colwell
- Talent Kenan Thompson
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Credits
powered by- Agency Johannes Leonardo/New York
- Production Company Good Behavior
- Director Pete Marquis
- VFX/Finishing Mathematic
- Color Company Rare Medium
- Sound Design / Mix Sonic Union
- Chief Creative Officer Jonathan Santana
- Executive Creative Director Lex Beltrone
- Creative Director Andrew Tobin
- Creative Director Alex Smith
- Creative Director Marjorie Vardo
- Design Director Justin Walsh
- Associate Design Director Eric Bubas
- Designer Manmeet Sodhi
- Head Of Production Rebecca O'Neill
- Group Executive Producer Ken Kitch
- Producer Anna James
- Executive Producer Victoria Guenier
- Head Of Production Adam Lawson
- Producer Megan Pfaffenroth
- Director Of Photography Zach Voytas
- Editorial Company Cut+Run/New York
- Editor Robert Ryang
- Head Of Production Marcia Wigley
- Senior Producer Diana Mendez
- Managing Partner Lauren Hertzberg
- Assistant Editor James Kracht
- Executive Producer Hadi Dahrouge
- Post Producer Christian Kelly
- Finish/ VfX/VfX Executive Producer Brad Edelstein
- Lead Flame Artist Vincent Blin
- Managing Director Heath Raymond
- Colorist Fergus McCall
- Color Head Of Production Evan Bauer
- Executive Creative Director Halle Petro
- Head Of Production Patrick Sullivan / (Head of Production)
- Producer Gina Petrarca
- Sound Designer / Mix Engineer Julienne Guffain
- Mix Assistant Graham Carpenter
- Music House Sonic Union
- Music Producer Justin Morris
- Composer Zac Colwell
- Talent Kenan Thompson
“Jim Beam has always been there for the moments that bring people together, whether it’s victory or defeat,” said Regan Clarke, VP of American Whiskey, Suntory Global Spirits. “With Refresh Your Season, we’re celebrating the joy of connection, good company, and a great drink. Kenan brings the spirit of fun and resilience to life, showing fans that even when the score isn’t what you hoped for, there’s still plenty to celebrate.”
The campaign builds on the brand’s refreshment strategy introduced earlier this football season, anchored by Jim Beam’s simple “Plus One” approach: one part Jim Beam + your favourite mixer. Easy to sip and always game-day ready, the campaign inspires everyone to turn post-season losses into reasons to gather, laugh and toast the moment.
In 2026, Jim Beam will launch a fully integrated media campaign spanning TV, streaming, digital, and social platforms. The approach is designed as a two-pronged strategy to own the postseason, beginning with national “air cover” through an always-on suite of brand films across broadcast, CTV, and OLV, complemented by a hyper-reactive “ground game.” This second layer leverages geo-targeted social, Reddit takeovers, and a Bussin’ with the Boys partnership to engage fans of eliminated teams in real time, offering a refreshing alternative the moment their season comes to an end.
The campaign will be further amplified through additional consumer-facing extensions in the weeks leading up to the Big Game, helping deepen engagement and extend reach among passionate fans nationwide.
