Good Behavior's Pete Marquis Directs Kenan Thompson for Jim Beam

This football season, Jim Beam bourbon, has launched 'Refresh Your Season,' a new campaign starring comedian, actor and football fan Kenan Thompson. Together, 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. 

The campaign was directed by Pete Marquis, produced by Good Behavior and created by Johannes Leonardo. The 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 Kenan 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.

“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.

CREDITS

BRAND - JIM BEAM

CHIEF BRAND OFFICER
John Alvarado

VICE PRESIDENT
Regan Clarke

BRAND DIRECTOR
Melissa Upjohn

BRAND MANAGER
Kelly Hahn

BRAND MANAGER
Samantha Moriarty

PRODUCTION COMPANY - GOOD BEHAVIOR

DIRECTOR
Pete Marquis

DIRECTOR OF PHOTOGRAPHY
Zach Voytas

EXECUTIVE PRODUCER
Victoria Guenier

HEAD OF PRODUCTION
Adam Lawson

PRODUCER
Megan Pfaffenroth

AGENCY JOHANNES LEONARDO

CHIEF EXECUTIVE OFFICER
Helen Andrews

CHAIR
Jan Jacobs

CHAIR
Leo Premutico

COMMUNICATIONS DIRECTOR
Grace Robert

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

DESIGN DIRECTOR
Eric Bubas

DESIGNER
Manmeet Sodhi

HEAD OF PRODUCTION
Rebecca ONeill

EXECUTIVE PRODUCER
Ken Kitch

PRODUCER
Anna James

BUSINESS AFFAIRS DIRECTOR
Alesa Blanchard-Nelson

BUSINESS AFFAIRS MANAGER
Krishna Shah

PROJECT MANAGER
Sean Gilleylen

PROJECT MANAGER
Naomi Pineda

HEAD OF ACCOUNTS
Patrice Reiley