I love seeing big companies doing their part to make the COVID vaccine feel like the right thing to do. In this TV spot for Sam Adams, Goodby Silverstein & Partners use their “Your Cousin from Boston” campaign to support the COVID-19 vaccine effort. The commercial shows the character (your cousin from Boston) entering a clinic to receive the vaccine. First he drops his pants thinking he’s getting a shot in the rear end, and then he faints upon seeing the needle. In the end, he is advised to keep wearing a mask despite his preconceived notion that the vaccine would instantly lead to mask-free partying. To add even more impact to the campaign, Sam Adams is offering a free beer to the first 10,000 Twitter and Instagram users who post proof they’ve had their vaccination.