"Nature Calls"

5 February 2026

90s

Super Bow(e)l movements.

Columbia Sportswear are realists. They know that for tens of millions of people, nature does not exist when the big game is on. In 'The Simpsons', when Lisa asked Homer if he wanted to go for a hike on Super Bowl Sunday, football won the day, of course. Not ones to back down from a challenge, the brand asks viewers not to explore the great outdoors, but to drink it.

A collab with Breakside Brewery has led to 'Nature Calls', a beer made with bear shit. Yes, bear shit. That's not a random lie on DAVID's part—the brewery's used water infused with ursine excrement to make a lager like no other. It's even endorsed by former NFL players Lance Moore, Daunte Culpepper, John Kuhn, LeSean McCoy, and Mike Remmers through, er, Cameo.com.

The cast's jovial, lo-fi endorsements tie into the idea that this is the Big Game's "shittiest beer ad", complete with stock footage from different eras and nary a Hollywood actor or CG mascot in sight. It's not about Pooh Bear, it's about pooh and bear, with director Tim Bullock able to mine plenty of laughs from both. Watch out for the animal's late-night close-up—you might need a Nature Calls to settle your nerves.

USA

Sportswear