This is the end result of this years Big Bet campaign. Every year Guaranty's owners (the Nills, father and son) make a wager about who will win the Oregon State (OSU) vs University of Oregon (UO) football game. Shannon, the son went to OSU and his father went to UO. So this year the bet was that the looser would get a tattoo dedicated to the winners Alma Mater. Shannon lost, and so he had to get the Ducks mascot tattooed on his arm.
If you expand the story you, you can see the commercial, and additional tattoo concepts.

