Vaseline | Front Row Fan

When it’s cold on game day, many football players use Vaseline to protect their skin from winter’s drying effects.

The players know the hack. But the fans don’t.

To get the fans’ attention, we invited a retired player, Beau Allen, to sit in the front row in 30-degree weather, shirtless and covered in Vaseline.

AdAge’s 16 creative campaigns to know about today
Discussed on podcasts with Chris Long and Cooper DeJean
Shared organically by Jason Kelce

Ever See a Defensive Lineman do a “Get Ready with Me?”

Before the game, Beau shared his hack with his followers along with 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 experience, including 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.

Coop Chimes In

The conversation continued months later, with the Green Light Podcast chatting with All-Pro cornerback Cooper DeJean about Beau’s experience.

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