Goose Island: Next Coast IPA by CP+B
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Last year, Goose Island pitched the marketing team at AB InBev – its parent company – for a 2019 Super Bowl spot. It didn't happen.
Instead, Goose Island brought in a so-called ‘marketing guru,’ Duane Hackett (played by Saturday Night Live’s Alex Moffat), who claimed to have the magic touch when it came to upgrading a beloved-yet-scrappy brand into a buzzworthy household name to help sell Goose’s new beer, Next Coast IPA.
The series of digital spots by Crispin Porter Bogusky – which star real Goose Island employees like Ahsmann and Hall – show Hackett pushing the brand to try out time-tested (but ridiculously irrelevant) tropes and gimmicks of past Super Bowl advertising. One has a man in cut-off shorts trying to be sexy while dealing with a beer vending machine (a la Cindy Crawford’s Pepsi ad), while another tries to come up with catch phrases for the craft brew, like “Finger lickin’ beer” and “It’s the drinkiest.” Yet another mimics Apple’s iconic ‘1984’ ad and falls flatter than a spent keg.
Credits
BRAND: Goose Island Beer Co.
AGENCY: Crispin Porter Bogusky
EXECUTIVE CREATIVE DIRECTOR: Adam Chasnow
CREATIVE DIRECTOR: Mark St. Amant, Jason Pierce
ACD/ART DIRECTOR: Bryan Denman
ACD/COPYWRITER: Dan Berenson
PRODUCER: Sloan Schroeder
ASSISTANT PRODUCER: Daniel Arnone
ACCOUNT DIRECTOR: Shawn Casey
CONTENT MANAGER: Elise Bayer
DIRECTOR OF BUSINESS AFFAIRS: Trisha Ramdoo
SR. BUSINESS AFFAIRS MANAGER: Kim Campbell
PRODUCTION COMPANY & CITY: MediaBot Corporation, Chicago
EXECUTIVE PRODUCER: Cannon Kinnard
LINE PRODUCER: Kevin Schroeder
EDITORIAL COMPANY & CITY: 11 Dollar Bill, Boulder
POST PRODUCER: Lisa Effress, Brittany Aluise, Demetrius Cook
EDITOR: Jess Weber
ASSISTANT EDITOR: Erik Tobeler
COLOR ARTIST: Clark Jackson
FLAME ARTIST: Chris Robins
AUDIO MIX: SoundLounge
MUSIC COMPANY & CITY: JSM Music, New York
COMPOSERS: Joel Simon, Norm Felker, Jeff Fiorello