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.
Gene Hackman Died Of Heart Disease; Hantavirus Claimed His Wife’s Life About One Week Prior
Actor Gene Hackman died of heart disease a full week after his wife died from hantavirus in their New Mexico hillside home, likely unaware that she was dead because he was in the advanced stages of Alzheimer's disease, authorities revealed Friday. Both deaths were ruled to be from natural causes, chief medical examiner Dr. Heather Jarrell said alongside state fire and health officials at a news conference. "Mr. Hackman showed evidence of advanced Alzheimer's disease," Jarrell said. "He was in a very poor state of health. He had significant heart disease, and I think ultimately that's what resulted in his death." Authorities didn't suspect foul play after the bodies of Hackman, 95, and Betsy Arakawa, 65, were discovered Feb 26. Immediate tests for carbon monoxide poisoning were negative. Investigators found that the last known communication and activity from Arakawa was Feb. 11 when she visited a pharmacy, pet store and grocery before returning to their gated neighborhood that afternoon, Santa Fe County Sheriff Adan Mendoza said Friday. Hackman's pacemaker last showed signs of activity a week later and that he had an abnormal heart rhythm Feb. 18, the day he likely died, Jarrell said. Although there was no reliable way to determine the date and time when both died, all signs point to their deaths coming a week apart, Jarrell said. "It's quite possible he was not aware she was deceased," Jarrell said. Dr. Michael Baden, a former New York City medical examiner, said he believes Hackman was severely impaired due to Alzheimer's disease and unable to deal with his wife's death in the last week of his life. "You are talking about very severe Alzheimer's disease that normal people would be in a nursing home or have a nurse, but she was taking care... Read More