Jason Kelce has become quite the pitchman since retiring from football, shooting campaigns for the likes of Frank’s RedHot, Kingsford, Garage Beer, Wawa, NFL Sunday Ticket and the NFL itself.

Now, he can add Buffalo Wing Wings to the list.

The older Kelce brother—Travis is two years younger—stars with BWW mascot Hank the buffalo in a pair of new spots from Anomaly. In the hero spot above, he regrets walking away from football, but luckily the sports bar chain is the next best thing.

The campaign goes live today (Aug. 26) on TV, OTT, radio and social. The effort also includes a limited-edition T-shirt at Homage.com and a list of Kelce’s Picks—Jason’s favorite menu items to enjoy while watching games, includes the Triple Bacon Cheeseburger and 10 wings with new Buffalo Bacon sauce.

“For B-Dubs the start of football season is our Super Bowl,” said Josh Fell, partner and chief creative officer at Anomaly. “Because it turns out there’s no better place for football. True if you’re a recently retired Kelce and true if you’re a 3,000-lb. buffalo. And, you know, all the normal people in between. Jason was amazing to work with, and we’re so glad that Hank could be the brother Jason never had.”

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