Sam Adams’ Hilariously Inappropriate ‘Cousin From Boston’ Opens Up Baseball Season

Nomar Garciaparra also stars in ad for Red Sox fans

Your Cousin From Boston and the Red Sox's Nomar Garciaparra kick off the baseball season for Sam Adams. Boston Beer Company

At the end of 2019, Goodby Silverstein & Partners snapped up a couple of pieces of Boston Beer Company’s business: Truly Hard Seltzer and Samuel Adams beer. Out of the brand’s portfolio, the latter is likely the one that connects most deeply with Boston’s history and roots.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.