The dairy brand fairlife, LLC is partnering with Onion Labs, the creative services division of The Onion, on a new digital media campaign this football season starring coaching legend Jim Harbaugh.

The 6-part video campaign, “Harbaugh Highlights,” will feature a series of digital videos that highlight Harbaugh’s sense of humor and his undying enthusiasm for milk.

“Since I was in charge of passing out milk to fellow students in the third grade, I’ve been finding ways to add milk to my diet,” said Coach Harbaugh. “My family loves milk almost as much as I do, and fairlife makes milk even better with more protein and calcium.”

The series shows Harbaugh providing zealous color commentary as he reviews play-by-play “footage” of his wife, Sarah Harbaugh, as she fuels their growing family with fairlife ultra-filtered milk. The digital videos will live on YouTube and fairlife’s social channels.

“Many people may not realize this, but Jim Harbaugh is almost as passionate about milk as he is about football,” said fairlife CEO Steve Jones. “We are dedicated to providing families around the nation with the highest quality nutrition through our fairlife products. This partnership is a fun, unexpected way to bring the fairlife story to new and existing consumers.”

Onion Labs has been the agency of record for fairlife’s newest brand, YUP!, since July 2015, but this is the first time Labs has worked with the flagship brand.

“Jim Harbaugh – and fairlife – have a great sense of humor,” said Onion, Inc. Chief Creative Officer Rick Hamman. “Through ‘Harbaugh Highlights’ we were able to use humor to showcase Harbaugh not only as an enthusiastic coach, but as a devoted father committed to giving his family only the best – fairlife milk.”