Your Cousin From Boston finds himself in a daydream inspired by the new brighter Sam Adams Boston Lager – Boston is now… nice? Wait, that can't be right. People are giving each parking spots and hugs, asking you if you wanna go - to the ballet. Mobsters are even recycling! What is happening?
“Your Cousin’s Brighter Boston” was filmed in multiple Boston neighborhoods, you might even recognize your local dive bar, 90 local crew and close to 50 Boston-area actors worked on this ad.
When it was first launched, Samuel Adams Boston Lager was voted "Best Beer In America" four years running at the Great American Beer Festival and went on to help spark the craft beer revolution.
So, why change a classic? The recipe hasn't changed. Boston Lager Remastered still uses Founder and Brewer Jim Koch's great-great grandfather's mid-19th century original recipe and has evolved the brewing process to reduce filtration by adding a traditional German practice of biological acidification, resulting in a brighter, easier-drinking beer.
"We like to say we know there's a perfect Boston Lager out there … we just haven't made it yet," said Koch. "With Remastered, we're one step closer to perfection. We cleaned up the brewing process to create an easier-drinking profile, giving it an extra sparkle that drinkers will savor. Any time you crack open a Boston Lager you know you're going to enjoy a rich, full-flavored beer. When you first crack open a Boston Lager Remastered, you might say, 'this is the best Boston Lager I've ever had.'"
Featuring celebrity cameos from beloved comedian Lenny Clarke and retired Boston Celtics star Kevin Garnett - plus dozens of "Easter eggs" - the spot portrays a dream sequence of humorous vignettes that flip typical Boston tropes on their head.
A 30-second version of this ad will air during the Big Game on February 12 in six markets including New York, Phoenix, Cincinnati, Philadelphia, Atlanta and of course … Boston.
Client: SAMUEL ADAMS
Sam Adams “A Brighter Boston” :30/:15/:06
PRODUCTION – Biscuit Filmworks
Director: Aaron Stoller
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Mala Vassan & Kim Bradshaw
Head of Production: Sean Moody
Director of Photography: Jody Lee Lipes
Production Designer: Lester Cohen
AGENCY – GS&P
Founder: Jeff Goodby
Creative Director – Copy: AJ Warren
Creative Director – Art: Brett Beaty
Art Director: Martha Jane Shafer
Copywriter: Rich Forzano
Group Account Director: Michael Crain
Account Director: Lauren Berry
Account Manager: Nolan Solis
Producer: Nick Goldsmith / HYPERLINK "mailto:firstname.lastname@example.org" email@example.com / cell: (515) 238-1830
Executive Producer: Matthew Flaker
Sr. Business Affairs Manager: Chrissy Shearer
Product Specialist: Jonathan Braga
Stills Photographer: Courtney Ryan
EDITORIAL – Arcade Edit
Executive Producer: Crissy Desimone
Editor: Jeff Ferruzzo
Senior Producer: Kristen Thon-Webb
VFX – Timber
Head of Production: Ryan Dahlman
The your cousin "FROM BOSTON" campaign has legs, at least. Not sure this was the best superbowl effort, but overall the campaign is good.