Just in time for summer, Truly Hard Seltzer is rolling out its brand campaign, “Live Truly,” with national media across TV, digital and social after pausing the launch earlier this year due to COVID-19. The campaign will deliver color, life and energy to screens across the U.S and invite drinkers to be their original and flavorful selves.
The four spots, including this one titled “Entrances,” showcase the energetic, uplifting and fun feelings that come with cracking open a can of Truly. Directed by Malia James of production house Strike Anywhere, the spots were created in partnership with Goodby, Silverstein & Partners, and act as rallying cries to never let anyone or anything change you from being yourself.
“The seltzer category is full of people hoping to be someone they aren’t,” said Jeff Goodby, co-chairman of Goodby Silverstein & Partners. “Truly is celebrating those moments where you just take a deep breath and truly be yourself.”
Credits
Client The Boston Beer Company/Truly Hard Seltzer Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; AJ Warren, Matt McNulty, Brett Beaty, associate creative directors; Shelby Lemons, art director; Lucy Sandwick, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Matt Flaker, executive producer; Kateri McLucas, producer; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Stephanie Bousquet, brand strategy director; Caitlin Neelon, director of communications strategy; Ariel Berk, brand strategist. Production Strike Anywhere Malia James, director; Frank Mobilio, DP; Victoria Guenier, managing director/exec producer; Tom Birmingham, line producer. Editorial Cut + Run Sean Fazende, editor; Beth Cohon, assistant editor; Deanne Mehling, exec producer; Brian Mulvey, Cassandra Guardado, producers. Telecine Ethos Studio Kaitlyn Battistelli, colorist; Brittany Carson, head of production; James Drew, exec producer. Audio/Sound Design Lime Studios Matt Miller, sound designer/mixer; Ian Connie, assistant mixer; Kayla Phungglan, sr. producer; Susie Boyajan, exec producer. Music “Final Form,” Sampa the Great. VFX/Finishing MPC Karena Ajamian, exec producer, finishing; Nicole Saccardi, sr. VFX producer; Justin Rogers C De Baca, associate producer; Claus Hansen, creative director; Sean Anderson, Young Mok, Luis Artigas, Manideep Sanisetty, Anupam Kumar, Jay Harshad Joshi, Joshi John, Amit Kumar Shukla, Gokulakrishnan M G, Mahendranatha Reddy, 2D artists; Anthony Ricciardi, Yosh Bolivar, After Effects designers; Cynthia Lee, Patrick Ferguson, Andre Arevalo, VFX lead Flame artists.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
