Sam Adams: Horses by Goodby Silverstein & Partners

Sam Adams is playing its first big game in the Superbowl marketing space. It pokes fun at a certain big beer conglomerate.

Created by Goodby Silverstein & Partners, 'Your Cousin From Boston Frees the Clydesdales' is a wild ride aimed at younger audiences for the launch of Sam Adams’ new Wicked Hazy IPA.

The spot, which will run in Boston and New York markets during the big game, opens with a pitch-perfect misdirect of a typical Clydesdale commercial—orchestral score, antique carriage, and majestic draft horses. An unseen figure pulls the pin from the carriage hitch, sending a team of galloping Clydesdales stampeding through a quaint New England town. “Whoops,” says Your Cousin From Boston.