Underwater Cenotes, one of Creature’s 30 viral films for Pacifico Beer, takes viewers to one of the Yucatan’s mystic sinkholes, which the Mayans consider sacred and gifted by the gods.
“Pacifico is about being associated with Mexican experiences and memories,” said Creature’s creative director Jim Haven, who was director and DP of the film that was shot in the Yucatan last June. “It’s a beer that takes you off the beaten path, so we made sure to highlight that at no typical tourist site.”
The 55-second film, which began playing March 1 at www.mexicoviapacifico.com and in banners at sites including Backpacker.com, iexplore.com, Fandango and Yahoo! Travel, is part of a campaign being used to promote Pacifico’s national expansion. The Mexican beer, which has been sold in the Southwest to date, is about to be offered in 20 additional markets, from New York to Chicago, Boston and Atlanta, according to Paul Verdu, VP of marketing at Crown Imports, Pacifico’s importer. Verdu said print and outdoor advertising have been utilized in the past and will continue to be used. “But the new campaign is digital, for national coverage,” he said.
The film, which shows locals and expats from Argentina swimming in the cenote, reaches out to “adventure minded consumers,” Verdu said. “There’s a strong emotional connection with consumers who take trips to Mexico.”
“We were looking to create the idyllic Mexican experience,” Haven said. “We wanted to find one we thought represented a perfect Pacifico moment.”
The film features beautiful underwater swimming scenes with the camera capturing bubbling water and rock formations at the bottom of the cenote. At the end of the film an above ground scene provides the opportunity to show a bottle of Pacifico.
To make the film, Haven said he took scuba lessons. “We had scuba equipment and we dove down into the pools and filmed the guys swimming around.” A Eumig Nautica Super 8 camera from 1979 was used on the shoot. “It’s the only camera of its kind that was designed for underwater use,” Haven said. The camera produced footage that veered from crystal clear to a little rough. “We shot with various styles, some out of focus and blurry. These were intentional mistakes to make it feel like the camera is a character.”
“Butterfly Nets,” a soft dreamy song by Bishop Allen, an indie rock band from Brooklyn, provides the soundtrack for the film.
Haven said the film is also being played in bars. Among the 30 films made for the campaign are a few :30s that will play as pre-rolls and used on TV.
Denzel Washington, Michael J. Fox and Bono Among Presidential Medal of Freedom Recipients
In the East Room of the White House on a particularly frigid Saturday afternoon, President Joe Biden bestowed the Presidential Medal of Freedom to 19 of the most famous names in politics, sports, entertainment, civil rights, LGBTQ+ advocacy and science.
Former Secretary of State Hillary Clinton aroused a standing ovation from the crowd as she received her medal. Clinton was accompanied to the event by her husband former President Bill Clinton, daughter Chelsea Clinton and grandchildren. Democratic philanthropist George Soros and actor-director Denzel Washington were also awarded the nation's highest civilian honor in a White House ceremony.
"For the final time as president I have the honor bestowing the Medal of Freedom, our nation's highest civilian honor, on a group of extraordinary, truly extraordinary people, who gave their sacred effort, their sacred effort, to shape the culture and the cause of America," Biden said in his opening remarks.
"Let me just say to each of you, thank you, thank you, thank you for all you've done to help this country," Biden said Saturday.
Four medals were awarded posthumously. They went to George W. Romney, who served as both a Michigan governor and secretary of housing and urban development; former Attorney General and Sen. Robert F. Kennedy; Ash Carter, a former secretary of defense; and Fannie Lou Hamer, who founded the Mississippi Freedom Democratic Party and laid the groundwork for the 1965 Voting Rights Act.
Kennedy is father to Robert F. Kennedy Jr., President-elect Donald Trump's nominee for health and human services secretary. Biden said, "Bobby is one of my true political heroes. I love and I miss him dearly."
Romney is the father of former Utah Republican Sen. Mitt Romney, one of... Read More