“Sweet” isn’t a curse word, but some people treat it that way. In fact, sweetness has been so vilified, some might even be afraid to admit their sweet preference. Angry Orchard drinkers, however, embrace the sweetness. While many brands use sweetness that is far too cloying, the natural sweetness of Angry Orchard hard cider provides that crisp, refreshing, full flavor drinkers crave. It’s the good kind of sweetness. The real kind, just like the drink’s real apples. Sweet has had a bad rap for too long and Angry Orchard looks to celebrate its good, natural kind of sweetness in the latest campaign: Sw**t.
Angry Orchard’s campaign dramatizes a world that is phobic of sw**t, so much so that when the word is used, it gets censored like an expletive. As the offended onlookers react to the perceived blasphemy, the boorish subjects gleefully defend their right to enjoy and say sw**t. After all, Angry Orchard is good and sw**t.
The sw**t expletive flies in this spot titled “Grandma’s Gathering” directed by Craig Gillespie via production house MJZ for Goodby Silverstein & Partners (GS&P). This campaign is GS&P’s first work for Angry Orchard (joining Sam Adams and TRULY in the Boston Beer portfolio).
“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for it’s perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said GS&P’s creative director Kate Baynham.
CreditsClient Angry Orchard Agency Goodby Silverstein & Partners Jeff Goodby, co-chairman; Kate Baynham, Hanna Wittmark, creative directors; Edward King, art director; Tajj Badil Abish, copywriter; Harper Bokum-Fauth, brand strategy director; Leila Gage, head of broadcast production; Matt Flaker, executive broadcast producer; Charlotte McConnell, sr. broadcast producer. Production MJZ Craig Gillespie, director. Audio & Sound Design Lime Studios Joel Waters, sound designer; Susie Boyajan, head of production. VFX Arcade CL Kumpata, head of production; David Won, exec producer. Color a52 Gregory Reese, colorist; Jenny Bright, color producer.
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
Read More