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.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
