Forget Coors Light versus Bud Light. The most compelling alcohol brand battle this summer is Truly against White Claw, the two dominant brands in the sizzling-hot alcoholic seltzer category. Neither is owned by brewing behemoths Anheuser-Busch InBev or MillerCoors, which have struggled to capitalize on seltzer’s astronomical growth.

Truly, marketed by Sam Adams-maker The Boston Beer Co., is looking to build on its momentum with a major new campaign starring Keegan-Michael Key. Five 15-second ads go squarely after the beer, wine and spirits categories. In one ad, Key dumps a light beer into a plant before cracking open a Truly. “Find a new use for your old drink,” he says, before urging consumers to “drink what you truly want.” In another ad, he uses scotch to polish a chair.

Other spots show him pouring whiskey on a grill, cleaning a car’s tires with vodka and dumping a bottle of wine down the drain so he can use the bottle to hold a candle.

The campaign is by Johannes Leonardo, which was recently brought on to handle the brand.

“There is a real truth in our message,” says Boston Beer Co. Chief Marketing Officer Lesya Lysyj. “It is actually what people are saying and what they are doing; they are switching from their old drink.”

Read more about the campaign over at AdAge.com.