Vaseline | Front Row Fan

When it’s cold out, many football players use Vaseline Original Healing Jelly to protect their skin from the drying effects of winter game days.

With the playoffs approaching, we wanted to bring the players’ game day hack to the fans. So we invited retired football player Beau Allen to take in a January game from the stands, shirtless and covered in Vaseline. With the temperature at kickoff in the low thirties, Beau kept his skin hydrated all game long.

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Ever seen a defensive lineman do a “get ready with me?”

Leading up to game day, Beau shared his game day hack with his followers and teased that there was more to come. Then, on game day morning, he shared a GRWM video, revealing his outfit for the day—boots, jorts, a beanie, and a Vaseline-branded sideline cape.

Beau hit the parking lot hours before kickoff, interacting with fans and participating in tailgate interviews.

Beau invited his podcast film crew along, sharing game day content. The afternoon following the game, he told his fellow podcast co-hosts about his post-game experience, heading into the home team locker room for a post-game shower.

Popping up in the plaza

To bring our hack to even more fans, we popped up with a tent in the stadium plaza, with brand ambassadors in sweatpant overalls handing out product.

Jason Kelce says “More Vaseline!”

Jason Kelce appeared to be a fan of our campaign, commenting twice and sharing to his Instagram story.

Executive Creative Director: Andrew Simon
Creative Director, Copywriter: Benji Shaw
Jr. Copywriter: Lauren Aber
Jr. Art Director: Dana Dang