Euro RSCG and @radical tap Bear Grylls for Dos Equis


Ad agency creatives at Euro RSCG turned once again to production company @radical media and Editor Jeff Ferruzzo of Outside to take Dos Equis' award-winning "Most Interesting Man" commercial campaign online for a new series of action-packed webisodes. The series, directed by Paul Lind, is entitled "Survival in the Modern Era" and features a young adventurer -- Bear Grylls -- as he details the lessons to be learned online at Dos Equis' "Most Interesting Academy."

The webisodes launched last week. To view the new series online, go to:

A modern-day survivor, Grylls stars in each episode precariously navigating through his urban terrain as he offers enlightenment on such topics as "Commuting," "Personal Safety," "Overcoming Obstacles," and Making an Entrance." In one comical episode, "Personal Safety," Grylls provides tips on self-defense. Two tattooed-roughnecks engage him in a scuffle. The first is defeated when he is quickly overtaken; the second drops his chain weapon in fear and runs away.

In addition to the editorial talent of Outside's Jeff Ferruzzo (who has collaborated on all three Dos Equis' "Most Interesting Man" broadcast campaigns), Outside also completed graphics for the series by Designer Riccardo Sinti. Outside Music Supervisor Adam Lawrence provided music supervision for the webisodes.

According to Lawrence, he and Ferruzzo have developed somewhat of a "creative short hand" over the years of their collaboration. "So we really have a shared sensibility and knew what we wanted for this series," he explains. Lawrence, working with NY-based music library Associated Production Music, was able to license just the right tracks for the webisodes and all from the same source. Their approach, he says, was to treat the humor as straight and serious as possible, with nothing too exaggerated. He enjoyed working with the longer format the webisodes provided: "It was a fun departure with more time to just play," Lawrence concludes.

Client: Dos XX/Heineken
Release Date: June 2009
Webisode Titles: "Commuting," "Personal Safety," "How to Eat," "Overcoming Obstacles," "Making an Entrance"
Advertising Agency: Euro RSCG/NY
Chief Creative Officer: Conway Williamson
Associate Creative Director: Andy Currie
Creative Director: David Weinstock
Copywriter: Thom Woodley
Senior Producer: Dan Fried
Production Company: @radical media/London
Director: Phil Lind
DP: Simon Reay
Executive Producer: Jason Kemp
Editorial Company: Outside/New York
Editor: Jeff Ferruzzo
Post Producer: Elizabeth Fitzpatrick
Executive Producer: Sila Soyer
Music Supervisor: Adam Lawrence
Postproduction Company: Outside/New York
Graphics: Riccardo Sinti
Audio Post Company: Berwyn Audio/New York
Mixer: Eric Thompson
Music Production Company: Associated Production Music LLC

about the author

caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.

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