Inside Ohio State QB Will Howard’s Viral Dr Pepper Campaign: A Zoolander-Inspired Triumph
When Ohio State quarterback Will Howard led the Buckeyes to their first College Football Playoff national championship in a decade, he didn’t just secure a title—he also became the star of Dr Pepper’s uproarious, viral social media campaign. The ad, inspired by the 2001 comedy *Zoolander*, showcased Howard’s playful side, racking up over 51,000 Instagram likes and sparking a flood of jokes from teammates, including a cheeky comment from head coach Ryan Day’s son, RJ: *“This video sums you up as a person perfectly.”*
From Text Message to Touchdown: The Campaign’s Origin
The project began with a mid-January text to director Adrian Rios, a veteran creative director with over 500 shoots under his belt. Tasked with creating a post-championship ad featuring the winning quarterback, Rios faced a tight deadline: The game ended on January 20, and filming was set for January 22. But there was one catch—the team didn’t know *which* QB they’d work with until Ohio State’s victory over Notre Dame.
“We had concepts for both quarterbacks, but no idea if they’d agree to something this quirky,” Rios explained. The idea, pitched by Dr Pepper’s brand team and Jake Korman of VaynerSports (Dr Pepper’s NIL partner), leaned into humor, channeling *Zoolander’s* over-the-top modeling scenes. Howard, a lifelong Dr Pepper fan, proved to be the perfect fit.
“Will’s energy and personality aligned perfectly with our vision,” said Derek Dabrowski, Dr Pepper’s SVP of Brand Marketing. “We wanted to celebrate the season with something fresh and fun.”
Lights, Camera, Laughter: Behind the Scenes with Howard
The shoot, set in Columbus, Ohio, required Howard to master exaggerated poses, dramatic sips of Dr Pepper, and a signature “Blue Steel”–style wink. Despite the absurdity, Howard embraced the role. “From the moment we showed him the test shot, he was all in,” Rios said. “He’d crack up mid-take, especially during the waterfall sip scene where soda spilled everywhere, or when his jacket had a wardrobe malfunction.”
The team leaned into the chaos. “Half the footage was us laughing,” Rios admitted. “We didn’t want him too serious—just having fun.” The result? A 30-second clip of Howard smizing, strutting, and sipping with comedic flair.
Going Viral: Teammates, Trolls, and Triumph
The video’s success was immediate. Teammates flooded the comments, roasting Howard’s “model” persona. But the good-natured ribbing was exactly what Rios anticipated: “We knew it’d ignite the comments—positive or not. That’s the point!”
For Howard, the campaign revealed a relatable, human side. “It’s easy to see athletes as just players,” Rios noted. “This showed Will’s goofiness, making him feel like someone you’d hang out with.” Even the editing process hinted at virality. After stitching together the first 15 seconds—complete with Howard’s exaggerated wink—Rios and his team knew they had gold.
A Winning Playbook
The campaign’s blend of spontaneity and strategy paid off. By tapping into nostalgia (Zoolander) and Howard’s charisma, Dr Pepper scored a marketing touchdown. For Rios, the shoot was a career highlight: “Will’s willingness to be bold made it unforgettable. It’s not every day you get to turn a quarterback into a meme—and have him love every second.”
As for Howard? He’s now 1-0 in national championships—and viral ads.
