Last year, rookie marketers Goose Island barged into AB InBev headquarters in NYC and stupidly demanded a 2019 Super Bowl spot two weeks before the Big Game. #Fail. So this year, to help sell their brand new IPA, Next Coast, around Super Bowl time, they hired a pro. “Duane Hackett”—aka Saturday Night Live star & Chicago native, Alex Moffat—a self-styled Super Bowl "branding expert/guru/ninja” (read: hack) who'll allegedly help Goose blow up. Key word: allegedly. Role: CD/CW Agency: CPB.