Frank’s RedHot, the #1 hot sauce in the world, is teaming up with All-Pro Center Jason Kelce to prove you really can “put that S#!t on everything.” On Feb. 11, people can follow along with Frank’s social to see Jason bring the heat to foods featured in Big Game ads—like OREOs, Nerds, Doritos, Starry…maybe celery now that we see how left out it can be…and many more.

Frank’s has always been a spicy sidekick within sports culture. Jason’s down-to-earth irreverence hooked the team at Colle McVoy.

And, you’ll see Jason didn’t disappoint. He walked up on set and set: “I’m fired up, let’s do this,” while pouring Frank’s RedHot into his coffee. How’s that for dedication? 25 bottles of Frank’s were used over the course of filming.

Colle McVoy had 13 business days from the new creative concept to production—capturing teaser and other pre-game content and proactive in-game content with only two hours slated with Jason Kelce in Las Vegas to pull it off. The team turned a hotel room into an edit studio for post-production.

“At breakneck speeds, there was no time to overthink things—and that was a good thing. I’m not sure we’d have ended in the same place, seizing the moment if we had approached a traditional ad spot where talent is locked in many months in advance,” explained Colle McVoy VP group creative director, John Neerland.

To make the most of every minute, the team opted for minimal hair and makeup and gentle lighting—which felt rawer and more authentic to both Kelce’s and Frank’s down-to-Earth ethos. Every shot was blocked with a stand in before Kelce hit the set.

There was lots of discussion about the look and feel of the set. Should it look like a box suite? Like Jason’s trying all these foods in-game? “We know Jason’s likely going to be shown over the course of the game—so we opted to make it very clear content was captured in advance to not be jarring for viewers and people watching as more content gets posted throughout the game,” shared John.

“Never precious about the executions— we had to get super, super focused with the setup. Two setups and two outfit changes,” added John.

We may have gotten a tad aggressive with the shirts though.

“Shirts were custom-made in LA with a very specific pattern for them to be ripped off,” shared Colle McVoy executive producer Kelly Farley.. “And, we can confirm Jason is legit strong. We played around with the shirts before—and struggled to pull them off. You’ll see in the bloopers he tore three off at one time accidently.”

Director Raul B. Fernandez, known for improv background, was key to keeping pace and be the lens for Jason just being Jason on set. With rapid client reviews and legal sign-off. He was an important lens in slowing the team down in moments to question: “Is this the best way Jason would express this?” He led the team to find compromises we may not have pushed on otherwise.

Of course, Frank’s is pulling people off the sidelines nationwide to play with flavour and heat. Participants in the #FranksSweepstakes are invited to share pics and stories of their favourite food + Frank’s combos for a chance to win one of 58 $1,000 cash prizes.

Consider this your chance to embrace the spice of life perks. According to a survey conducted by OnePoll of 2,000 American adults revealed:

– 93% prefer some level of heat in their food.

– Spicy aficionados are also more likely to enjoy trying new things (76%), are more content with their lives (66%) and consider themselves attractive (62%) when compared to mild heat lovers.

– Those with high heat preferences are more likely to describe themselves as creative (55%), confident (51%) and adventurous (44%) as opposed to people in the mild spice camp who are more likely to describe themselves as shy (37%) or empathetic (41%).