Drummer pours soul out in D&G campaign for New Amsterdam Vodka
New Amsterdam Vodka, owned by E&J Gallo Winery, has released a new campaign, ‘Pour Your Soul Out’, championing those who put hard work and passion into whatever they do, whether pursuing their dreams or celebrating with an epic night out. The marketing campaign is one of the largest in Gallo’s 84-year history.
The campaign, created by agency of record David&Goliath, features an up-and-coming drummer as he gives it all to his art. Whether he’s practicing in his tiny apartment, performing at a local dive bar or in an empty subway station, he is constantly honing his craft to hopefully gain greatness. The 30-second commercial features drummer Omari Williams, an accomplished stickman who has toured with major artists and contributed to several albums. The campaign also includes a 78-second extended version of the commercial that will run online and on digital.
“A hard-working spirit flows through everything we do,” said Michael Sachs, director of marketing for New Amsterdam Spirits. “New Amsterdam Vodka has always been inspired by those who keep their heads down, hustle hard and do what they love. That’s been our approach to crafting our vodka from the start.”
The commercial debuted during the NBA Finals on June 1 and will continue to air throughout June during primetime editions of SportsCenter on ESPN. The campaign launch will include a strong digital presence, with a 24-hour YouTube masthead takeover to reach every single person 21 and over on YouTube, a national Snapchat filter and a homepage takeover on Spotify.
"In developing this campaign, we were originally inspired by the expression ‘pour your heart out’, but we felt that ‘soul’ goes much deeper,” said David Angelo, founder and chairman of David&Goliath. “Pour Your Soul Out goes right into the essence of who you are and what you believe in. It was the perfect tagline for a brand that wanted to celebrate the hustlers, the dreamers and the doers. We sought to create a line that could cut through the clutter and resonate with people in a way they can feel it long before they can think about it.”
New Amsterdam Vodka stated in a release that this campaign launch is the next step in the evolution of New Amsterdam Vodka from a new vodka brand to a leader in the spirits industry. In addition to advertising and social pushes, Pour Your Soul Out will come to life through event sponsorships, a video partnership with Complex titled ‘Run the Underground’ publicity campaigns and social media.
CREDITS
Agency: David&Goliath
Founder & Chairman: David Angelo
Chief Creative Officer: Bobby Pearce
Creative Director/Art Director: John Davis
Creative Director/Writer: Greg Buri
Art Director: Geovanny Panchame
Writers: Devin Heatley, Christopher Santiaiti
Group Account Director: Melissa Spano
Account Executive: Allie Knill
Director of Broadcast Production: Paul Albanese
Executive Producer: Christopher Coleman
Director of Digital Production: Peter Basset
Executive Director of Business & Legal Affairs: Rodney Pizarro
Business Affairs Manager: Daniella Vargas
Project Manager: Mike Antonellis
Planner: Justine Basil
Production Company (Live Action): StrangeLove
Director: Pato Martinez
Executive Producer: Melinda Nugent
Producer: Leigh Scott
Production Company (Tabletop): The Artists Company
Director: Robert Bryant
Owner/Executive Producer: Sally Antonacchio
Producer: Sabrina Palladino
Production Supervisor: Patrick Scheufler
Editorial: Spinach Editorial
Editor: Isaac Chen
Assistant Editor: Connie Chuang
Managing Director: Adam Bright
Executive Producer: Jonathan Carpio
Producer: Patricia Gushikuma
Visual Effects: JAMM
VFX Supervisor: Mark Holden
Executive Producer: Asher Edwards
Producer: Ashley Greyson
Music: Human
Executive Producer: Jonathan Sanford
Creative Director: Craig DeLeon
Sound: 740 Sound
Executive Producer: Scott Ganary
Producer: Jeff Martin
Sound Design/Mix: Chris Pinkston
Photographer: GL Askew II
Assistant: Cris Ian Garcia
Production Coordinator: Israel Mijangos