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Agency: Droga5
Client: Dos Equis
Date: Aug 2018
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Dos Equis, the official beer sponsor of the College Football Playoff is sticking with its off-kilter ‘Keep It Interesante’ slant on a set of new television spots featuring college coaching legends Les Miles and Steve Spurrier.

The ads are the latest in the campaign launched this past spring to give drinkers permission to embellish their stories to make for a more entertaining time out.

The campaign kicks off with a ridiculous, Dos Equis-inspired halftime speech that supposedly led to the greatest comeback in football history, in ‘interesente’ fashion. We see a coach in front of his team reading the fine print from the Dos Equis bottle.

Dos Equis enlisted actual coaches Miles and Spurrier to show the world how Dos Equis shaped every aspect of college football, with no help whatsoever, in a series of tall tales. The campaign, created in collaboration with Droga5, finds the coaching legends in ‘interesante’ twists to the real game. ‘Head Beer Coach’ Spurrier is carried off the field wearing his famous visor, now enhanced with a bottle opener as his team chants that he is, in fact, the “head beer coach.” Miles, a noted grass chewer, supervises the watering of the turf with Dos Equis, the only beer used to water every college football field, allegedly.

The campaign will be supported by out of home, special in-bar signage plus gameday events and a specially designed, pigskin-textured can. Dos Equis is also running a season-long promotion in bars across the country that gives consumers 16 chances – one per week – to win tickets to the College Football Playoff National Championship by snapping a picture of a Dos Equis bottle or can and texting the results.

Credits

Agency Droga5 NY

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 & 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 & Joshua Gordon

Head of Account Management Dan Gonda

Group Account Director Alex Woods & Ed Rogers

Account Director Celeste Pulman

Account Supervisor Taylor Berry

Associate Account Manager Kenzie Grubbs

Project Manager Hillary Jordan & Joe Watana

Legal Sarah Fox & Zachary Werner

Sr. Business Affairs Manager Whitney Vose

Business Talent Manager Dino Spanakis

Client Brand/company name

Heineken USA CMO Jonnie Cahill

Dos Equis Vice President, Marketing Alison Payne

Dos Equis Sr. Brand Director Quinn Kilbury

Dos Equis Brand Director Karla Flores

Dos Equis Brand Manager Lindsay Certilman

Production Company Ruffian

Director The Bobbsey Twins from Homicide

DOP 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

VP Ashley Kim

Producer Alexandra Lubrano