Football managers Sam Allardyce and Ian Holloway have been signed up to give rousing team talks in new radio ads for Budweiser.
The beer brand is running the ads as part of its sponsorship of the FA Cup, which continues into its third round this weekend.
The 30 and 60-second spots, created by Anomaly London, feature the managers giving their squads a pep talk which ends with a chant of "Grab some buds!"
Iain Newell, Budweiser’s Western European marketing director, said: “As lead partner of The FA Cup, Budweiser is committed to promoting this iconic tournament like never before.
"What better way to demonstrate this than by recruiting some of the biggest voices in UK football to front this radio campaign. These men perfectly sum up what it means to be part of and lead a team, and the adverts create a real sense of the anticipation of good times.”
The ads will be running during the third, fourth and fifth rounds of the FA Cup.