The Drum Awards for Marketing - Extended Deadline

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Date: Feb 2019
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Tonight’s (3 February) Super Bowl saw HBO and Bud Light unveil a surprise hybrid commercial, which saw Game of Thrones’ The Mountain defeat the Bud Knight and Daenerys Targaryen’s dragon burn the ‘Dilly Dilly’ kingdom to ash.

The spot begins as a regular ad from Bud Light, now known for its comedically medieval ‘Dilly Dilly aesthetic’. The Bud Knight is seen to be knocked from his horse in a jousting match, yet it’s only when the gigantic silhouette of The Mountain looms over that viewers realize they’re also watching a promo for the final season of Game of Thrones.

Once the Bud Knight is extinguished in similar fashion to Oberyn Martell, the spectators at the match become more concerned by a dragon flying their way. The flying reptile proceeds to breathe fire upon all those watching in the Dilly Dilly stadium.

The ad is the work of Bud Light’s creative agency Wieden+Kennedy New York, who collaborated with HBO and Droga5 New York to produce the spot. The ad was kept under wraps until it aired during the Super Bowl, in order to make as big an impact as possible.

More than 25 of Game of Thrones’ production staff worked with the ad agencies on the 60-second ‘Joust’, including ‘The Red Wedding’ director David Nutter. The spot’s first half was directed by filmmaker Spencer Riviera, who has previously worked with the beer brand.

An extended, 90-second version of the ad was published online when the spot aired.

Credits

Client

HBO

EVP, Consumer Marketing

Chris Spadaccini

EVP, Program Marketing And Creative Services

Zach Enterlin

EVP Digital & Social Media

Sabrina Caluori

VP Digital & Social Media

Jim Marsh

VP, Creative Services

Eric Council

VP Program Marketing

Son

o Mitchell

Director, Program Marketing

Alex Diamond

Director Program Marketing

Steven Cardwell

Director Digital & Social Media

Emily Giannusa

Associate Creative Director

Anthony Mauro

Manager, Program Marketing

Krista Jackson

GOT Creator and

Executive Producer

David Benioff

GOT Creator and Executive Producer

D.B. Weiss

Client

Bud Light, Anheuser

-

Busch

VP, US Marketing

Marcel Pereira Marcondes

VP Marketing, Bud Light

Andy Goeler

Sr. Director, Bud Light

Alissa Heinerscheid

Sr. Director, Bud Light

Joe Lennon

Sr. Digital Brand Manager, Bud Light

Kyle Lazarus

Agency for HBO

Droga5 NY

Creative Chairman

David Droga

Chief Creative Officer

Neil Heymann

Group Creative Director

Andrew Fergusson

Creative Director

Dustin Tomes

Creative Director

Jono Paull

Associate Creative Director

Adrian Chan

Associate Creative Director

Lauren Ferreira

Art Director

Tobias Lindborg

Copywriter

Felix Karlsson

Chief Creation Officer

Sally-Ann Dale

Director of Film Production

Jesse Brihn

Senior Producer

Liliana Vega

Head of Business Affairs

Jocelyn Howard

Celebrity Talent Relations, Associate Director

Lindsey McElroy

Business Affairs Manager

Abigail Press

Chief Strategy Of

ficer

Jonny Bauer

Group Strategy Director

Will Davie

Group Communications Strategy Director

Samantha Deevy

Communications Strategy Director

Elsa Stahura

Group Data Strategy Director

Anthony Khaykin

Senior Data Strategist

Tradd Salvo

Chief Communications Officer

Marianne Stefanowicz

Managing Director

Dan Gonda

Group Account Director

Lauren LaValle

Account Director

Ola Abayomi

Account Manager

Ashley Diddell

Project Manager

Carolyn Brafman

Legal

Sa

rah Fox

Agency for Bud Light

W+K

Co

-

President/CCO

Colleen DeCourcy

Executive Creative Director

Karl Lieberman

Creative Director

Brandon Henderson

Creative Director

John Parker

Art Director

Kevin Kaminishi

Copywriter

Jessica Ghersi

Head of Content Production

Nick Setounski

Executive Producer

Temma Shoaf

Producer

Alexey Novikov

Director of Business Affairs

Patrick O’Donoghue

Senior Business Affairs Manager

Justine Lowe

Business Affairs Coordinator

An

drea Sierra

Traffic Director

Sonia Bisono

Traffic Manager

Tina Wyatt

Project Manager

Vimal Patel

Group Account Director

Brandon Pracht

Account Director

Price Manford

Management Supervisor

Alex Scaros

Account Supervisor

Lauren W

ilson

Production Company

O Positive

Director

David Nutter

Director

Spencer Riviera

DP

Jonathan Freeman

Executive Producer

Ralph Laucella

Executive Producer

Ken Licata

Editorial Company

Arcade

Editor

Paul Martinez

Editor

Katie Weiland

Assistant Editor

Thomas Bergerstock

Executive Producer

Sila Soyer

Producer

Fanny Cruz

VFX Company

The Mill

Shoot Supervisor

Tony Robins

2D Lead

John McIntosh

2D Artist

Yoon

-

Sun Bae, Heather Kennedy,

Vi Nguyen, Matthew DeFranco,

Ant Walsham, Neeraj Rajput,

Samarendra Lenka

Inturi Chandra Sekharm,

Bharath Ediga, Prasanna Bhat,

Madhana Gopala, Venkatesh Srinvivasan,

Badarina

th Chinimilli, Ramanjaneyulu Thota

Nehal Desai

3D Lead

Tom Bardwell

3D Artists

Lauren Shields, Tim Kim,Hassan Taimur,

James Mulholland, Todd Akita,

Paul Liaw, Sandor Toledo,

Ayush Bajoria, Leela Shanker,

Spandana Battula, Raj Kumar

Matte

Painting

Sue Jang

Executive Producer

Andrew Sommerville

Producer

Clariellen Wallin

Producer

Michael Brown, Payal Thakkar

Coordinator

Christina Chung

VFX Company

Pixomondo

VFX Supervisor

Derek Spears

VFX Producer

Chelsea Miller

VFX Coordinator

Andrew Zeko

VFX Artists

Daniel Knight, Fei Chen, Shawn Sahara

VFX Editor

William Appleby

Sound Design

Jafbox Sound

Sound Designer

Joseph Fraioli

Sound Design

Eargasm Inc.

Sound Designer

Paula

Greenfield

Music

Walker Music

Executive Producer

Sara Matarazzo

Executive Producer

Stephanie Pigott

Music Coordinator

Danielle Soury

Music

Music Editor

David Klotz

Mix

Sound Lounge

Mixer

Tom Jucarone

Co

-

Sound Engineer

Rob Difondi

Producer

Lauren Mullen

Telecine

Company 3

Colorist

Tim Masick

Producer

Kevin Breheny