The role he was born to play! Nebraska receiver Decoldest Crawford goes viral in web ad for local AC company, joining scores of NCAA jocks profiting off their image and (unique) names
Prohibited from profiting off football by the NCAA, University of Nebraska freshman receiver Decoldest Crawford is instead putting his unique name to good use as a pitchman for a local air conditioning company.
‘Take it from Decoldest, we will keep you cool,’ Crawford said in a viral ad for Omaha-based SOS Heating and Cooling.
The NCAA still bars student athletes from being paid for their respective sports, but a 2021 decision to lift restrictions on name, image, and license (NIL) deals has created similar opportunities for all levels of college jocks. Crawford, himself, was an elite recruit out of Shreveport, Louisiana before choosing Nebraska over other football powerhouses, such as USC, LSU, and Michigan State.
Of course, it’s his name that made Crawford the perfect pitchman for SOS.
‘I’m so glad we called SOS,’ the viral ad began with a woman speaking to an infant. ‘Our AC is the coldest.’
The stage was then set for Crawford’s entrance.
‘I’m always Decoldest,’ he said before hinting at his status as a Cornhuskers football player, while carefully avoiding infringing on his school’s trademarks.
‘Hey, this is Decoldest Foster, wide receiver from Louisiana, now playing at Lincoln,’ Crawford continued, mentioning Nebraska’s capital city, where the school is located. ‘When your AC isn’t the coldest, you call SOS Heating & Cooling. Their techs don’t make commission, so they give you an honest opinion, fair pricing and longer warranty than the competition, guaranteed.
‘Take it from Decoldest, we will keep you cool this summer.’
The company had been planning to reach out to Crawford since he signed with Nebraska.
‘We didn’t expect to be in a situation like this but the second we saw that Decoldest was signing with Nebraska the light bulb went off immediately,’ SOS’ Jake Wasikowski told OutKick last month. ‘We said we have to get this guy to be the spokesperson for us and so far it’s going really well.’
Reactions to the viral ad were enthusiastic, to say the least.
‘The Decoldest Crawford air conditioning commercial is here and it’s spectacular,’ wrote on fan, who later said the spot had ‘so much ’90s sitcom energy.’
Others were confused by the ad, which they presumed was prohibited by the NCAA after years of policing such arrangements.
‘Serious question, how is this allowed by the NCAA?’ asked on user on Twitter.
‘NCAA athletes can now get paid for use of their name, image and likeness to advertise businesses and products,’ answered another.
Now that he’s a pitchman for an AC company, Crawford now joins lightning-fast sprinter Usain Bolt and golfer Tiger Woods among athletes with aptronyms – names that are amusingly fitting, given the individual’s profession. (Like a lawyer named ‘Sue’)