CLIENT
The Boston Beer Company/Sam Adams Light.
PRODUCTION CO.
Big Chair Productions, New York.
C.J. Waldman, director; Adam Kimmel, DP; Marc Campana, executive producer; Rich Krekian, producer. (Via an arrangement with Harvest, Santa Monica, Waldman directs only Sam Adams work through Big Chair Productions.) "Make-up" and "Darts" shot on location in New York ; "Group Hot Tub" shot in Mahwah, N.J.
AGENCY
Big Chair Creative Group, New York.
Rob Cohn and Elise Heshler, managing partners; Marc Campana, executive producer; C.J. Waldman, creative director/copywriter; Paul Olkowski, copywriter/art director.
EDITORIAL
Big Chair Productions.
Rob Cohn, editor; Susan Finch, assistant editor.
POST
Company 3, New York.
Billy Gabor, colorist; Elisha Levin, producer.
Fluid, New York.
David Sullivan, Flame artist.
AUDIO POST
Photomag, New York.
John Grant, mixer.
MUSIC
Bang Music, New York.
Jane Pitrelli, composer, "Make-up"; Brian Jones and Jean Cabrera, composers, "Make-up" and "Group Hot Tub."
Aphrodisio, Boston.
Tony Larson, composer, "Darts."
SOUND DESIGN
Big Chair Productions.
Rob Cohn, sound designer.
THE SPOTS
Three commercials—all :30s with :15 lifts—introduce Sam Adams Light as a "shockingly" great-tasting beer. "Make-up" shows a woman getting ready for a night out, applying her eye makeup with a pencil as her impatient husband bugs her. She tells him to calm down and get himself a "Sammy Light" from the fridge. He pops open the beverage and upon tasting it, he screams, "Wooooo! That’s what I’m talking about." The spot ends at the party, where the woman is shown sporting a bandaged eye. In "Group Hot Tub," a bunch of young people sneak into a neighbor’s hot tub for a nighttime skinny dip, accompanied by a six-pack of Sam Adams Light. As they disrobe one of them takes a sip of the beer, causing a huge ruckus. The lights turn on all over the complex, as an elderly couple watches in disgust. And in "Darts," a dart player is startled by someone tasting Sam Adams Light, causing him to nail a bulls-eye in the butt of an unfortunate fellow player.
Spots broke August 26.