The internet erupted with delight when Jason Kelce ripped off his shirt to celebrate his brother Travis Kelce’s touchdown during the Kansas City Chiefs’ NFL divisional win over the Buffalo Bills on Jan 21. And in Minneapolis, the creative team at Colle McVoy and their clients at Frank’s RedHot knew they had found a Super Bowl-worthy pitch man.

As everyone with Wifi already knows: the elder Kelce, an All-Pro for the Philadelphia Eagles, was game to rip off his shirt in front of the camera yet again—this time, in the name of hot sauce. Colle McVoy had two weeks to prep for the commercial shoot, and only two hours in Las Vegas earlier this week to film with Kelce. They went through 25 bottles of hot sauce, with Kelce dousing Frank’s on food that will be featured in other Super Bowl ads, like OREOs and Doritos.

“There was no time to overthink things—and that was a good thing. I’m not sure we’d have ended in the same place, seizing the moment, if we had approached a traditional ad spot where talent is locked in many months in advance,” said John Neerland, vice president group creative director for Minneapolis-based Colle McVoy, which was recently named AdWeek’s 2023 Midsize Agency of the year.

In the first spot released online earlier this week, Kelce rips off a Frank’s RedHot t-shirt to reveal another red t-shirt, and then another, each printed with step-by-step instructions for making Buffalo chicken dip.

“Any time you have the opportunity to align with such a massive cultural moment, you have to make the most of it,” Neerland said in an interview with TCB. “Recipe videos online are pretty formulaic, but Frank’s is a fun, irreverent brand so we wanted to spice things up. The fact that it was a Buffalo chicken dip recipe—it all just seemed meant to be.”

As for the t-shirts Kelce ripped off in the commercial, they were custom-made with a specific pattern for easy tearing, Colle McVoy Executive Producer Kelly Farley revealed. “And, we can confirm Jason is legit strong. We played around with the shirts before—and struggled to pull them off…he tore three off at one time accidentally.”

With 30-second commercial spots during the Super Bowl selling for $7 million, industry experts say a growing number of brands are skipping the game and focusing their marketing efforts on social media instead.