Directed by Jeff Low of Biscuit Filmworks for Droga5 London, this comedic ad tells us that BrewDog beer is not just here for laughing hipsters and clichéd father-son moments; nor is it reserved for its core market of beer lovers. BrewDog is here for all the weird and wonderful people in the world: happy couples, unhappy couples, shoplifters, vegetarians, vegetarians that lie, bad swimmers, people who believe in aliens from other planets; people who meditate (but are really just thinking with their eyes closed).
BrewDog is also for everybody because of its environmental commitment, giving a serious dimension to this humorous spot. As the world’s first carbon-negative brewery, BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world. It also brews using renewable energy, uses packaging made from easily recycled materials, and prioritizes local ingredients, as well as transporting its beer in the U.K.’s first electric 19-ton truck.
Some scenes in the commercial feature people explicitly ignoring the product or actively rejecting it. The key message is that BrewDog operates in a way that helps keep the planet alive–whether you drink BrewDog beer or not.
The production of all assets in the campaign has also been offset through tree planting schemes, making it a sustainable campaign in every sense. As part of Droga5 London’s commitment to sustainability, each member of the agency has been granted Lost Forest citizenship and committed to planting a tree in the Forest.
David Kolbusz, chief creative officer at Droga5 London, said, “When you run a carbon-negative brewery, it isn’t just the beer drinkers who benefit. It’s everyone on earth. This reductive equation became the starting point for a campaign we’re enormously proud of. We went about listing everyone we thought would see an upside from BrewDog’s environmental efforts. Our original cut was five hours long.”
CreditsClient BrewDog Agency Droga5 London David Kolbusz, chief creative officer; Shelley Smoller, executive creative director; Ash Hamilton, Sara Sutherland, creatives; Stephanie McArdle, design director; Oli East, designer; John Beechey, Luke Sneddon, Nik Coomber, artworking; Connor Campbell, animation; Achim Schauerte, strategy director; Chris Watling, head of production; Josh Sanders, producer; Olly West, assistant producer. Production Biscuit Filmworks Jeff Low, director; Kwok Yau, producer; Hanna Bayatti, exec producer; Rupert Reynolds-Maclean, managing director; Adam Oyejobi, production manager; Matthew Emvin Taylor, DP; David Hamilton, production designer; Michelle O’Brien, line producer; Nico Froehlich, photographer. Editorial Shift Post Saam Hodivala, editor. Postproduction Electric Theatre Collective Hani-Al Yousif, VFX lead; Reynold Rodrigues, Igor Gama, 2D assistants; Holly Treacy, VFX producer. Color Time Based Arts Simone Grattarola, colorist; Sian Jenkins, grade producer. Sound No.8 Sam Robson, sound design & mix; Karen Noden, sound producer. Music Mort Garson, composer; Run! Get Music!, music supervisor.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More