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.”
