• by Larissa Faw , June 13, 2019

Pabst Brewing Company says it is launching Lone Star Beer's most significant advertising campaign in 30 years to introduce the brand's lower alcohol/low calorie Lone Star 24/7.

The “Keeps You Texan" campaign, developed with Callen, celebrates Texas summers, with the first spot, titled "Mosquito," using a gravelly-sounding voiceover to describe how "we own the night" while the ad pulls away from the mosquito before an attractive women squashes the bug with her bottle.

The campaign will introduce three more films over the summer, all running on the Lone Star Beer YouTube Channel, along with social and digital assets.