Dennis and Jeremy Denson’s entrepreneurial American dream began humbly in the family barn in Texas.

Now, Google is spotlighting the company they founded, Fort Worth, TX-based supplier Bison Coolers (asi/40588), as part of an advertising campaign tied to Super Bowl LIX.

Bison Coolers, which specializes in U.S.-made coolers, is one of only 50 businesses nationwide featuring in the “50 States, 50 Stories” initiative from Google.

Members of the Bison Coolers (asi/40588) team, including Co-Founder/CEO Jeremy Denson (center), are thrilled that Google is featuring the story of their family-owned business in the “50 States, 50 Stories” advertising campaign.

As the name implies, the campaign highlights one small business from every state in a 30-second commercial spot that swiftly tells the story of each company and how it uses Google artificial intelligence technology – Gemini for Workspace in particular – to help build its business.

Google plans to run the ads in regional markets as it ratchets up advertising for the Feb. 9 Super Bowl. Bison just happens to be in one of the largest media markets in the United States.

“It’s an incredible feeling to be blessed with the biggest marketing opportunity we’ve ever experienced – getting to showcase our commitment to high-quality, American-made coolers and share our brand with people who may not have heard of us before,” Jeremy Denson, CEO and co-owner of Bison Coolers, told ASI Media. “Being featured in a campaign of this size could change the trajectory of our business. We’re excited to see the results.”

Bison Coolers (asi/40588) is featured in this 30-second commercial spot as part of Google's "50 Stories, 50 States" ad campaign.

A Touch of Serendipity

Sometimes things just break your way, and for Bison, that’s what happened with “50 States, 50 Stories.” Google representatives learned about the family business and reached out to say they were interested in potentially including Bison in the campaign.

“After a number of rounds of submitting more information, we were fortunate enough to advance to the final five and eventually be picked as the official representative of Texas,” Denson told ASI Media. “Our online presence and general brand awareness were critical to getting selected.”

“Being featured in a campaign of this size could change the trajectory of our business. We’re excited to see the results.”Jeremy Denson, Bison Coolers (asi/40588)

In the commercial spot, Denson shares a bit of the Bison Coolers story. Founded in 2011, the firm makes coolers in the United States from American parts and sells other products too, including drinkware and bags.

These days, Bison Coolers is a multimillion-dollar company, but it remains family-owned – an underdog, executives said, in a space dominated by big-name competitors, some of whom are bolstered by the deep pockets that come with being publicly traded or private equity-backed. Denson notes in the ad how using Google Gemini aids Bison Coolers in the creation of compelling product description copy that helps the firm stand out.

While Google’s “50 States, 50 Stories” campaign is launching as part of a Super Bowl advertising blitz, Denson said the technology powerhouse is dedicated to promoting the project in the months ahead, likely leading to more desirable exposure. That’s good news for Bison as it presses forward with other positive advancements, like launching its first patent-pending wheeled cooler – the 55 QT Bison Wheeled Cooler.

“The opportunity to be featured in a Super Bowl commercial is an unbelievable win for us,” Jeremy Denson said. “Google heard our story and gave us the opportunity for exposure that we’ve only dreamt of scoring.”