Samuel Adams and Boston Dynamics are throwing the world’s first 100% real robot beer party–and it’s captured in this regional Super Bowl spot from Goodby Silverstein & Partners. We see actual robots drinking and dancing inside the world-famous Boston Dynamics robot lab as they throw back the all-new Wicked IPA Party Pack.
With the official reveal made online this week, the commercial titled, “Your Cousin from Boston (Dynamics)” features everyone’s favorite drinking buddy Your Cousin from Boston raging with the ultimate party companions–state-of-the-art robots trained to pour the perfect pint of Wicked. It’s Night at the Museum…with robots. And beer.
Directed by Aaron Stoller of Biscuit Filmworks, the ad will air on game day regionally across 13 markets and stream nationally via Yahoo/Verizon.
“Boston Dynamics told us no CGI. With their brilliant technology, we didn’t need it! And who knew robots love Sam Adams Wicked Hazy?,” said Jeff Goodby, co-chairman and co-founder of Goodby Silverstein & Partners, Sam Adams’ advertising agency.
Credits
Client The Boston Beer Company/Samuel Adams Agency Goodby Silverstein & Partners AJ Warren, Brett Beaty, Sean Smith, Anthony DiMichele, associate creative directors; Craig Shervin, sr. copywriter; David Spradlin, sr. art director. Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Bousquet, director of brand strategy; Caitlin Neelon, director of communications strategy; Marisa Perazzelli, sr. brand strategist; Leila Gage, director of production; Matt Flaker, executive broadcast producer. Production Biscuit Filmworks Aaron Stoller, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Mala Vasan, producer; Sean Moody, head of production; Jody Lee Lipes, DP; Alexandra Schaller, production designer. Editorial Arcade Edit Jeff Ferruzzo, editor; Crissy Desimone, exec producer; Eddie Mikasa, assistant editor; Alexa Atkin, sr. producer. Music & Sound Design Human Kamela Anderson, head of sync and A&R; Carol Dunn, exec producer; Mike Jurastis, creative director. Audio Post Lime Studios Matt Miller, audio mixer; Ian Connie, audio assistant; Sam Sotomura, sr. producer; Susie Boyajan, exec producer. VFX Timber Ryan Dahlman, head of production; Brian Shneider, Flame lead; Aryel Melek-Shalom, VFX supervisor.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
