Where this was said
Sponsor Block 1: Create, The Farmer's Dog, Ketone IQ
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The first major sponsor break covers three advertisers. Create Creatine is pitched as NSF-certified, available in gummies and an electrolytes mix, with cognitive as well as physical benefits. The Farmer's Dog gets an unusually personal endorsement from Joe, who says he feeds it to both his dogs and that it smells good to him too; a research stat about healthy-weight dogs living 2.5 years longer than overweight dogs anchors the pitch. Ketone IQ leans into Joe's multi-year interest in ketone science, framing it as the US military's answer to optimal brain fuel and sweetening the deal with a contest to win Jon Jones-signed MMA gloves.
Tommy Lee was invited backstage before a Rolling Stones show and found Keith Richards and Ronnie Wood so drunk they could barely walk. Twenty minutes later, lights out, Start Me Up, and they were 100% on. Masters of the controls.
