It's not uncommon for athletes to make their acting debut in a TV ad. From Will Levis' mayonnaise commercial to Patrick Mahomes' and Travis Kelce's friendship with Jake from State Farm, brand deals with NFL players are becoming more and more creative.
Applebee's jumped on the ad train before the 2024 season with a unique approach: casting a coach as one of the faces of the restaurant's new campaign. Lions play-caller Dan Campbell's first curtain call went viral when it premiered in early September, and fans can't get enough of his dedication to the craft.
Though it might have taken some prodding from his wife and daughter, Campbell appeared on television donning Applebee's garb in place of his traditional Detroit Honolulu blue.
Fortunately for those working with the former tight end, "he's as natural an actor almost as much as he's a natural head football coach in the NFL," as described by Applebee's chief marketing officer Joel Yashinsky to ESPN.
Here's everything to know about Campbell's commercial debut, including why the Lions head coach covers his mouth in the new ad.
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Dan Campbell Applebee's commercial
One of several ads released by Applebee's at the beginning of the 2024 season shows Campbell approaching a table of two. He then covers his mouth with a menu before crouching down to ask: "Can I interest you in America's favorite boneless wings for just $0.50 each?"
The young man begins to order, asking if he can have the wing deal. However, Campbell immediately cuts him off and orders him cautiously to cover his mouth. His reasoning? "They could steal your order."
Confused, both patrons then cover their mouths with their menus before finishing their orders. Campbell notes their meal requests and responds with "perfect," before saying "they'll never see it coming" as he walks away.
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Why does Dan Campbell cover his mouth in Applebee's commercial?
Like the restaurant-goers in the ad, others unfamiliar with NFL sidelines might not have understood why Campbell asked for the pair to cover their mouths while ordering.
The coach's request was a reference to how they often call plays on the sidelines. Campbell communicates with his offense through a headset connected to an earpiece in his quarterback's helmet. Coaches frequently cover their mouths with their play sheet as they dictate the call.
There are several reasons why coaches do this other than avoiding false lip-reading interpretations on the internet. One is to ensure the mouthpiece is as unaffected by crowd noise as possible by shielding it out. Another, which Campbell alludes to in his commercial, is to prevent opposing teams from identifying play calls.
There are cameras pointed at coaches as much as they are at the play on the field, which increases the chances of an audible being exposed on video boards, clips online and game film.
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New Applebee's ads, explained
Campbell's acting debut is part of an eight episode commercial miniseries called "PRE-SEASONING — An Applebee's Training Camp." Also featured in the ads are 49ers quarterback Brock Purdy and Eagles running back Saquon Barkley. More clips will be released throughout the 2024 season as part of the extended campaign.
The coach's mouth-covering moment was the first commercial to air. Another one shows Campbell motivating his serving team as what appears to be some sort of shift manager.
Dan Campbell’s Applebees commercial is truly championship caliber: pic.twitter.com/QCIObm2aAp
— Adam Schefter (@AdamSchefter) September 5, 2024
According to Yashinsky, Campbell was nothing but a pleasure on set and it's no wonder the ad did so well.
"He was so fantastic to work with and was such [a] natural that we did very few takes," Yashinsky said. "It concerns me as a Lions fan that he could become an actor if he wanted to because his facial expressions, his body language, his voice, his reactions, his timing ... it's impeccable. He's a natural."
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Campbell himself spoke about the experience, making sure to thank the staff and crew for their "unbelievable" work. He said he was made to feel very comfortable in a new environment and revealed that "unfortunately, there's more to come," likely in reference to miniseries clips yet to be released.
A favorite among the Detroit faithful, Campbell also received praise from his players for his skills. Several of the Lions have brand deals this season with the team heavily favored to make a deep postseason run. Quarterback Jared Goff is sponsored by Old Spice and receiver Amon-Ra St. Brown recently began appearing in Little Caesar's commercials with 49ers tight end George Kittle.
"He's putting Applebee's back on the map," St. Brown said of his coach. "I might have to go in there now."
