So this Super Bowl, Samuel Adams is dreaming of a Boston where people are actually…nice?
Supporting the launch of Samuel Adams’ brighter and easier drinking Boston Lager Remastered, Sam Adams returns to the big game with “A Brighter Boston,” a tongue-in-cheek love letter to the brand’s hometown that pays homage to all the quirks that make the city of Boston and its people…unique. Hey, we’re known as the rudest city in America for a reason. But for this spot even Boston Celtics superstar and trash-talk king Kevin Garnett is warm and fuzzy.
Created by Goodby Silverstein & Partners and filmed across multiple locations in Boston, with a predominately Boston-based crew and cast, everyone’s favorite drinking buddy and Samuel Adams superfan, Your Cousin From Boston, takes viewers through a dream sequence of humorous vignettes that flip classic Boston tropes on their head–from a cheerful pahk-ing spot exchange to sports rivals embracing. Featuring celebrity cameos from famous friends including Garnett and beloved comedian Lenny Clarke, the spot authentically ties Samuel Adams back to its roots.
“With our return to the big game for the third year in a row we decided to go all in on Boston to celebrate our flagship beer and the birthplace of the Samuel Adams brand,” said Lesya Lysyj, chief marketing officer, Boston Beer Company. “We’re excited to introduce drinkers to our new, brighter Boston Lager Remastered, during the big game this year–a key moment for beer brands. And we’re ready to poke some fun at the city we love, with the help of Your Cousin from Boston, while highlighting our continued innovation and passion for brewing the best beer.”
Jeff Goodby, co-founder of Goodby Silverstein & Partners, who once wrote for the Boston Herald American, said, “Every New Englander on our team had a story about Boston being not-so-bright or friendly. It’s why we love the city. We thought: if the beer got brighter, what would happen if Boston did, too? Nobody makes fun of Boston like Boston. We’re coming from a place of love, and it’s all in good fun.”
CreditsClient Samuel Adams (Brand: Boston Beer Company) Agency Goodby Silverstein & Partners AJ Warren, Brett Beaty, creative directors; Sean Smith, Anthony DiMichele, associate creative directors; Martha Jane Shafer, art director; Rich Forzano, copywriter; Jim Haight, head of production; Matt Flaker, executive producer; Nick Goldsmith, producer; Jim King, director of graphic services; Bonnie Wan, partner, head of brand strategy; Christine Chen, partner, head of communication strategy; Ralph Paone, group brand strategy director; Maren Severtson, communication strategy director; Weston Borg, brand strategist; Josh German, jr. communication strategist. Production Biscuit Filmworks Aaron Stoller, director; Jody Lee Lipes, DP; Holly Vega, exec producer; Kim Bradshaw, Mala Vasan, producers. Editorial Arcade Edit Jeff Ferruzzo, editor; Dean Miyahira, assistant editor; Crissy DeSimone, exec producer; Kirsten Thon-Webb, sr. producer. Audio Post/Sound Design Lime Studios Matt Miller, sound designer/audio engineer; Ian Connie, assistant mixer; Susie Boyajan, exec producer; Cassie Underwood, producer. Music Len “Steal My Sunshine” VFX Timber Ryan Dahlman, head of production; Chris DeCristo, VFX lead Flame artist; Adam Englander, Flame assistant. Color Grade Company 3 Tim Masick, colorist
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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