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Brad Pitt’s Brother Parodies Actor’s Iconic ‘Se7en’ Scene in Beer Ad: ‘What’s in the Box?’

Brad and Doug Pitt
Brad and Doug Pitt Kevin Winter/Getty Images for HFA; Adam Bettcher/Getty Images for Starkey Hearing Foundation

Brad Pitt isn’t the only member of his family who is a natural in front of the camera! The actor’s brother, Doug Pitt, is currently starring in a commercial for Missouri’s Mother’s Brewing Company, “6ix.” The ad, which calls attention to Doug’s charity work, parodies the iconic “What’s in the box?” scene from Brad’s film, Se7en.

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Just like in the 1995 David Fincher movie, this G-rated version of the scene centers around Doug, 52, asking that well-known question as detective David Mills, the character his famous brother portrayed. “What’s in the box?” the younger Pitt sibling shouts. “Tell me what’s in the flippin’ box!”

As fans of the original flick will know, the box contained the severed head of Mills’ wife, Tracy, who was played by Brad’s former flame, Gwyneth Paltrow. In the commercial, however, the vessel holds Mother’s Brewing’s new Doin’ Good orange wheat ale.

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Mother’s Brewing Company is headquartered in the Pitt brothers’ hometown of Springfield, Missouri. According to the YouTube description of the ad, Doug, who is described as “Springfield’s own other brother” and an “all-around good guy,” acted as an inspiration for the new commercial thanks to his philanthropic endeavors.

Doug Pitt’ parodies iconic ‘Se7en’ scene

The lesser-known Pitt founded Care to Learn, a Springfield-based nonprofit that focuses on meeting the emergent health, hunger and hygiene needs of students in the surrounding area so they can succeed in school. Mother’s Brewing Company stated it will donate a portion of every sale of Doin’ Good to this organization.

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Doug also serves as a Goodwill Ambassador for the United Republic of Tanzania, and is the director of WorldServe International, a charity that works to provide clean water to East Africa.

Believe it or not, this isn’t the first time Doug has poked fun at his relationship to a Brad, 55. Doug was previously an ad spokesman for Virgin Mobile Australia, portraying The Second Most Famous Pitt, a nod to his resemblance and connection to the Ocean’s 11 star. The initial web video went viral and garnered more than 1,200,000 YouTube hits in its first week. The campaign went on to became the most successful Virgin Mobile ad in history.

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