In a collaboration with US Cellular and super agency MullenLowe, Picture Farm Production traveled back in time to explore the humble beginnings of one such figure: collegiate coaching icon, Barry Alvarez. Before his tenure as Head Coach of the Wisconsin Badgers, Barry got his start in the small town of Mason City, Iowa. With a collective population of less than 30,000 the word “community” means a great deal here.

Nearly forty years ago Barry led the Mohawks to the top of the mountain, capturing a State Title. In commemoration of this event, we brought Barry back along with his former players to relive this moment. When speaking with Barry, the players, and the people around town, it became clear the reverence that season held in everyone’s hearts.

We were honored to visit this small town and recapture the memories of that season. Some might just see a game, but we saw what the word “community” really meant.

At U.S. Cellular®, we know how important it is to have a strong connection in the Middle of Anywhere. That’s why we’ve built our network to work where others don’t, and that’s also why we’re proud to honor these local coaches through our Most Valuable Coach program.

If you know of an eligible high school head football coach who has made an impact on you, your team or your community, we want to hear about it. The Top 50 coaches and Final 15 coaches will be featured and voted for on this site, and the top two will be honored at the Under Armour All-America Game live on ESPN, plus earn $5,000 for their schools.



As Coach Alvarez puts it: “There’s just something about being under those lights on a Friday night.”