One country legend is bringing his flair to the search for the "cowboy" that can do it all–sing, entertain, and build a great taco.
Keith Urban is teaming up with Old El Paso this summer for its new "Castin' the Cowboy" campaign, which follows a similar concept to the "Somebody Like You" singer's new CBS reality series, The Road, co-starring Blake Shelton.
In the inspiring new content series, Urban will revive the judging persona he coached with on American Idol and the Australian version of The Voice to help the company find its "newest 'cowboy.'"
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"Watching our touring crew demolish a table full of tacos is like being at a huge family gathering," Urban, 57, shared in a statement. "Good food, big personalities, and a great atmosphere — that’s what being on the road is all about. So, when Old El Paso approached me with their 'Castin’ the Cowboy' campaign, it felt like the perfect way to combine the two."
Country music superstar Keith Urban will join Old El Paso on the search for its newest cowboy in its new 'Castin' the Cowboy' content series.The campaign will see 10 musicians compete with "taco ballads and fake guitars (and horses) to full-on cowboy-inspired performances" and Urban offering his input on all of it. Come the end of the summer (and the campaign), the four-time Grammy winner will crown Old El Paso's "newest 'cowboy,'" but he's asking fans for their help cheering for their favorite audition online.
A few lucky fans who correctly guess the new cowboy will score the chance to win an Old El Paso cowboy belt buckle signed by Urban himself and some other taco-themed surprises, including Old El Paso taco kits, per a press release.
"Old El Paso has always been about bringing bold flavor and fun to the table, and Keith brings the perfect mix of heart, humor, and star power to help us celebrate taco night in an unexpected way," Old El Paso brand experience manager Jenny Jonker added.
Fans wanting to stay looped in on all the hottest "Castin' the Cowboy" updates and participate in the sweepstakes are instructed to follow the brand on Instagram and on TikTok.
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