Forsman & Bodenfors celebrates drinking “Spots” with Diageo’s Seagram’s 7 campaign Starring Iliza Shlesinger (2023) :15 & :06 (USA)

"Andrew and his pals are regulars here, it's the spot where he kisses a moose for good luck." Iliza Shlesinger delivers the lines perfectly, as usual. We've moved out of the dive bars from last year's campaign, and into the drinking holes created by friend groups everywhere in this new iteration of the campaign by Forsman and Bodenfors, New York.

“Since the relaunch of the brand, we’ve spent several years making it synonymous with dive bar whiskey,” says Forsman & Bodenfors NY Head of Strategy Steve Gorski. “As drinking habits have changed and too many dive bars have closed since the pandemic, it was important to meet drinkers where they’re at — and we’re seeing them drink more outside of bars and into the great outdoors. We were inspired by our dive bar regulars, and how they create new spaces to make their own watering holes — the unofficial drinking spots that become official for a group of friends through history and memories.”

Shot in Calabasas, CA, the “It’s Your Spot” campaign, which is bolstered by a fabricated 3D neon sign to accentuate the message, brings back our comedian spokesperson Shlesinger, who, according to Jose D’Alta, the Art Director who helped co-create the campaign, was a natural fit for the brand. “Her clever sense of humor and prodding delivery feels like a friend. We wanted her to feel like part of the friend group. The collaboration process was seamless. She brought her own jokes and twists to the delivery and scripts and was down to try anything. She was easy to collaborate with and a good partner.”

Along with Shlesinger, Forsman & Bodenfors once again benefitted by having the hands-on input of Diageo and the brand to help guide and bring this campaign to life. Dina Krannich, Senior Brand Manager of Seagram’s 7 Crown, says, “We’ve worked with Forsman & Bodenfors for several years, and together we have always found amazing ways to bring a key brand and timely cultural insight to life in a smart way. We love how this new campaign is a celebration of all the special off-premise spots that have extraordinary meaning to those ‘Regulars’ who know. Also, we love the inclusion of the neon sign. It really connects to the feeling of being back in our regular bars we know and love.”

“When it comes to Seagram’s 7 Crown, it’s been a really special opportunity to work with a brand for 5+ years,” adds Forsman & Bodenfors NY Managing Director and Head of Business Partnerships Christina Falzano. “We get to explore nuanced insights and experiment in ways that you don’t always get to in new relationships. And over the course of the years, drinking behaviors have changed dramatically, as have expectations from drinkers about brands. Changes will surely come again, but together with Diageo, we’ve established a level of trust in each other that makes us believe we can navigate them in the future.”

The campaign will also appear in social media and as digital ads.

Brand: Seagram’s 7 / Diageo
VP Brand Lead: Nicky Heckles
Senior Brand Manager: Dina Krannich
Associate Brand Manager: Hannah Hockler

Agency: Forsman & Bodenfors
Head of Strategy: Steve Gorski
Head of Creative: Emma Eriksson
Creative Art: Jose D’Alta
Creative Copy: Conor Patterson
Steve Howze, Creative Copy
Business Partnership/Account Management: Eben Conopask
Business Partnership/Account Management: Kayleen Afsahi
Production: Kim Jose
Production: Laura Peguero
Business Affairs: Scott Terry

Production Company: Strike Anywhere
Director: Pete Marquis
Executive Producer: Victoria Guenier
Line Producer: Adam Lawson

Post Production Company: Good Behavior
Post Producer: Adam Lawson
Color: Claire Iannelli
VFX: Rodrigo Villacorta

Public Relations: Taylor Strategy
Managing Director: Mike Costabile
Director: Sahara Price
Senior Account Executive: Hailey Compton
Account Executive: Rayna Mason

Celebrity Partnerships: starpower part of Real Chemistry
Senior Vice President: Andrea Ross
Director: Raquel Roberts
Associate Director: Brandi Kraser

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