He's the Most Interesting Man in the World, but is he relevant to college football fans? Maybe not. The solution: give him a comedic foil (Rob Riggle) and a campaign that makes fans a part of the story.

Media: Broadcast + Social
Agency: Red Urban | DDB New York
Press: Adweek
Director: Ulf Johansson
Production Co: Smith & Jones
Editorial: Final Cut
Photography: Roger Snider