When Samuel Adams has set out to promote their new beer, Wicked Hazy, during the Super Bowl, they knew that Budweiser held exclusive beer-advertising rights during the national broadcast since the 70s. By leaning into their underdog status and being extra creative, Sam Adams with the help from Goodby Silverstein & Partners produced a humorous spot starring the brand’s popular character “your cousin from Boston” unhitching a team of Clydesdales and bringing a chaos to city streets.
Credits: Jim Koch, Co-Founder and Chairman, Boston Beer Company Lesya Lysyj, Chief Marketing Officer, Boston Beer Company Dave Burwick, President and CEO, Boston Beer Company Matt Withington, Director of Marketing, Boston Beer Company Dave Wells, Brand Storyteller, Boston Beer Company Margaret Johnson, Chief Creative Officer, Goodby Silverstein & Partners AJ Warren, Associate Creative Director, Goodby Silverstein & Partners Brett Beaty, Associate Creative Director, Goodby Silverstein & Partners Joshua Hacohen, Associate Creative Director, Goodby Silverstein & Partners Rachel Stermer, Account Director, Goodby Silverstein & Partners Kate Colantuono, Account Manager, Goodby Silverstein & Partners Nolan Solis, Assistant Account Manager, Goodby Silverstein & Partners Bonnie Wan, Partner, Head of Brand Strategy, Goodby Silverstein & Partners Christine Chen, Partner, Head of Communication Strategy, Goodby Silverstein & Partners Stephanie Bousquet, Director of Brand Strategy,Goodby Silverstein & Partners Caitlin Neelon, Director of Communications Strategy, Goodby Silverstein & Partners Marisa Perazzelli, Senior Brand Strategist,Goodby Silverstein & Partners Leila Gage, Head of Broadcast Production, Goodby Silverstein & Partners Matt Flaker, Executive Broadcast Producer, Goodby Silverstein & Partners Stephanie DeNatale, Executive Producer, Goodby Silverstein & Partners Nick Goldsmith, Producer, Goodby Silverstein & Partners Judy Ybarra, Director of Business Affairs, Goodby Silverstein & Partners Chrissy Shearer, Senior Business Affairs Manager, Goodby Silverstein & Partners Production Company : Arts & Sciences Matt Aselton, Director, Arts & Sciences Toby Irwin, DP, Arts & Sciences Marc Marrie, Managing Partner / Executive Producer, Arts & Sciences Mal Ward, Managing Director / Partner, Arts & Sciences Christa Skotland, Head of Production, Arts & Sciences Zoe Odlum, Executive Producer, Arts & Sciences Media Agency: Hearts & Science Editorial Company : Arcade Edit Geoff Hounsell, Editor, Arcade Edit Ryan Andrus, Assistant Editor, Arcade Edit Kirsten Thon-Webb, Senior Producer, Arcade Edit Crissy DeSimone, Executive Producer, Arcade Edit Audio and Sound Design Company : LIME Studios Sound Design Company: LIME Studios Michael Anastasi, Sound Designer, LIME Studios Sam Casas, Audio Engineer, LIME Studios Susie Boyajan, Executive Producer, LIME Studios Kayla Mashburn, Producer, LIME Studios Music company name: Butter Music Annick Mayer, Music Executive Producer, Butter Music Stone Irr, Music Producer, Butter Music VFX Company : Framestore NY Matt Pascuzzi, VFX Lead, Framestore NY Maura Hurley: Senior Producer, Framestore NY Nathaniel Cabra, Producer Coordinator, Framestore NY Dez Macleod-Veilleux, Executive Producer, Framestore NY Avery Herzog, Elaina Brillantes, Euna Kho, Greg Gaskins, Kane Herd, Zavier Mojica, Ryan Ninko, Raul Ortego, Compositing Team, Framestore NY Color Company name: Company3 Tom Poole, Color Artist, Company3 Alexandra Lubrano, Producer, Company3 Jeff Goodby, Co-Chairmen, Goodby Silverstein & Partners Rich Silverstein, Co-Chairmen, Goodby Silverstein & Partners Margaret Johnson, Chief Creative Officer, Goodby Silverstein & Partners AJ Warren, Associate Creative Director, Goodby Silverstein & Partners Brett Beaty, Associate Creative Director, Goodby Silverstein & Partners Joshua Hacohen, Associate Creative Director, Goodby Silverstein & Partners Matt Flaker, Executive Broadcast Producer, Goodby Silverstein & Partners Stephanie DeNatale, Executive Producer, Goodby Silverstein & Partners Nick Goldsmith, Producer, Goodby Silverstein & Partners Rachel Stermer, Account Director, Goodby Silverstein & Partners Kate Colantuono, Account Manager, Goodby Silverstein & Partners Nolan Solis, Assistant Account Manager, Goodby Silverstein & Partners Stephanie Bousquet, Director of Brand Strategy, Goodby Silverstein & Partners Caitlin Neelon, Director of Communications Strategy, Goodby Silverstein & Partners Marisa Perazzelli, Senior Brand Strategist, Goodby Silverstein & Partners Jim King, Director of Graphic Services, Goodby Silverstein & Partners Hanna Hegnell, Content Creative Coordinator, Goodby Silverstein & Partners