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
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More