Creativity

Dos Equis makes college football a lot more 'Interesante' in latest from Droga5

Campaign creates fictional lore around the brew's role in the game

By Ann-Christine Diaz. Published on Aug 29, 2018

Editor's Pick

A halftime locker room pep talk becomes ridiculously inspired with the help of Dos Equis beer in a new college football-themed campaign from Droga5 New York. In a retro-looking anthem spot, a football coach recites the boring old facts on the beer's label-- "4.2 percent alcohol by volume! … Registered trademark of CCMIPSA corporation! ... One gram protein!"--with unusual fervor, and then sees his gridiron gang react in kind, ready to storm into the latter half of the game.

The new campaign also features multiple ads that place the beer in absurd college football scenarios, some playing off historical moments of the game. In one, legendary coach Les Miles--who has a strange penchant for eating grass--orders a turf-tender to spray the green with Dos Equis. Another spot dubs Steve Spurrier "Head Beer Coach" and plays off his known fondess for visors and the many moments he's been carried off the field following his teams' victories, while yet another shows the beer brand's (fictional) role in the game's first-ever two-point conversion. The Bobbsey Twins from Homicide directed, with production out of Ruffian.

The effot continues the "Keep It Interesante" tagline introduced in March by Droga5 and supports Dos Equis' role as Official Beer Sponsor of the College Football Playoffs. It also includes out of home, in-bar signage as well as a themed pigskin can with ball laces that riff off the brew's double-x design.

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Credits

Date
Aug 29, 2018
Client:
Dos Equis
Agency:
Droga5 New York
Creative Chairman:
David Droga
Chief Creative Officer:
Neil Heymann
Executive Creative Director:
Scott Bell
Creative Director:
Ryan Raab
Creative Director:
Chris Colliton
Creative Director:
Kevin Weir
Junior Copywriter:
James Gross
Junior Art Director:
Gianna D'Amico
Design Director:
Devin Croda
Designer:
Erin Wilson
Design Technologist:
Danielle Clemons
Creative Technology Director:
Brian Moore
Chief Creation Officer:
Sally-Ann Dale
Director of Film Production:
Jesse Brihn
Executive Producer, Film:
Rebecca Wilmer
Producer, Film:
Brandon Chen
Associate Producer, Film:
Kelly Appleton
Associate Producer, Film:
Carlos Valdivia
Co Director, Interactive Production:
Tasha Cronin
Sr. Producer, Interactive:
Andrew Puzzuoli
Producer, Interactive:
Aaron Matys
Director of Print Services:
Rob Lugo
Sr. Producer, Print:
Alyssa Dolman
Global Chief Strategy Officer:
Jonny Bauer
Group Strategy Director:
Ramon Jimenez
Strategy Director:
Nick Maschmeyer
Communications Strategy Director:
Yan Wang
Communications Strategist:
Clark Cofer
Group Data Strategy Director:
Andea Campbell
Senior Data Strategist:
Christina Fieni
Senior Data Strategist:
Joshua Gordon
Head of Account Management:
Dan Gonda
Group Account Director:
Alex Woods
Group Account Director:
Ed Rogers
Account Director:
Celeste Pulman
Account Supervisor:
Taylor Berry
Associate Account Manager:
Kenzie Grubbs
Project Manager:
Hillary Jordan
Project Manager:
Joe Watana
Legal:
Sarah Fox
Legal:
Zachary Werner
Sr. Business Affairs Manager:
Whitney Vose
Business Talent Manager:
Dino Spanakis
Heineken USA CMO:
Jonnie Cahill
Vice President, Marketing:
Alison Payne
Sr. Brand Director:
Quinn Kilbury
Brand Director:
Karla Flores
Brand Manager:
Lindsay Certilman
Production Company:
Ruffian
Director:
The Bobbsey Twins From Homicide
Director of Photography:
Robert Yeoman
Founder / Executive Producer:
Robert Herman
Producer:
Donald Taylor
Production Company:
Second Child
Photographer / DOP:
Paul McGeiver
Producer:
Sara Vander Horn
Executive Producer:
Scott Chinn
Editorial:
MackCut
Editor:
Ryan Steele
Assistant Editor:
Devon Flint
Executive Producer:
Gina Pagano
Producer:
Margarita Mutuc
Audio Engineer:
Sam Shaffer
Post Production:
Smoke + Mirrors
Executive Producer:
Steve Intrabartola
Senior Producer:
Courtney Barasch
VFX Supervisor:
Matthew Stroub
Lead Flame Artist:
Dino Tsaousis
Color:
Company 3
Colorist:
Tom Poole
Vice President:
Ashley Kim
Producer:
Alexandra Lubrano

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