New Broadcast Tapping into the Holiday Cheer!


Over the last year, Rule of 3 in collaboration with eMaxx Partners ( have been proud to rekindle a creative relationship with the national eatery and craft beer bastion, BJ’s Restaurant & Brewhouse. As a follow up (with a long pause in-between) to an original Holiday Taps commercial created back in 2014, we were tasked to come up with a worthy spiritual successor.

Our goal for this season’s special offering was simple: to combine the joy felt during the holiday season with the epic good time of dining at BJ’s. Since BJ’s was one of the original restaurants to fuel the craft beer movement, and now serves diners across 200 brewhouses, it just made sense to bring BJ’s beer and the clinking of glasses to life. Even Jolly Old St. Nick can’t resist the vibe, no matter how busy he might be.

As the new content hits screens across streaming networks and digital media this month, we at Rule of 3 feel completely thrilled to collaborate with BJ’s Restaurant and Brewhouse once more. We hope to have created something that not only showcases their Brewhouse culture, but also spreads the joy and warmth of the holidays. Click below to have a view, and naturally, have a Happy Holidays as well.

Credits along with Rule of 3, San Francisco: Strategy—eMaxx Partners, Laguna Beach, CA; Production—Small Ax Creative, Los Angeles, CA; Director/Editor: Jared Varava; Music: Peligro Music, Los Angeles, CA