The Drum Awards Festival - Extended Deadline

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Date: Jan 2020
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Anheuser-Busch recently named former baseball star Alex Rodriguez joining as Chairman of Presidente USA, the beer of the Dominican Republic. Now, the brand has made an ad with A-Rod that will air during the big game.

In his first action as Chairman of Presidente USA, baseball legend and entrepreneur Alex Rodriguez has co-created a television advertisement celebrating his culture, and the impact the iconic Dominican pilsner has in shaping it.

After announcing the new partnership last week, Presidente and Rodriguez witnessed an exciting response around the country. They immediately collaborated on a Super Bowl LIV spot to capture the innate emotional connection shared between Rodriguez and the brand - and will launch it just five days after filming, in time for the big game!

Rodriguez played a major role in the development of the Super Bowl LIV spot, contributing to everything from location selection to creative direction, and even had several of his family members and close friends join him on camera. The spot, titled ‘Never Left’, will air in Miami and New York during Sunday’s game.

Rodriguez, the son of Dominican immigrants, first picked up a baseball on the fields of Washington Heights, New York, before rising to the pinnacle of America’s pastime. His journey embodies the pride and passion that has driven Presidente forward since its inception in 1935. Presidente beer is a powerful symbol of Dominican culture both stateside and abroad, known as a true taste of the Caribbean.

Rodriguez will help grow the Presidente brand presence in the US in 2020 and beyond as Chairman of Presidente USA, starting with the first-ever Presidente Beer Super Bowl spot this weekend.


Creative Agency - draftLine NYC

Production - draftLine NYC

Strategist / Guru of it all - Daniel Foci

Creative Director - Eric Flinn

ACD, Art - Keslie Watts

ACD, Copy - Deniz Yegen

Copy: Ben Ashauer, Stuart McWhirter

Head of Production - Marshall Kuresman

Senior Producer - David Yeomans

Production Manager - Jake Perl

Production Coordinator - Gillian Beerman

Director - Eduardo Cintron

Director of Photography - Will Atherton

Post-Production: Merge Studios