On Language by @radical.media, Euro Rscg New York for Dos Equis

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On Language

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Industry Beers and Ciders
Media Film
Market United States
Agency @radical.media
Director Steve Miller
Creative Director Andy Currie
Agency Euro Rscg New York
Creative Director David Weinstock
Copywriter Robert Cuff
Released May 2012

Awards

London International Awards 2012
TV/Cinema/Online Film Beverages - Alcoholic Campaign Silver Winner

Credits & Description

Category: Alcoholic Drinks
Advertiser: HEINEKEN
Product/Service: DOS EQUIS
Agency: EURO RSCG NEW YORK
Production Company: @radical.media, New York, USA
Chief Creative Officer: Lee Garfinkel
Creative Director: David Weinstock/Andy Currie
Copywriter: Robert Cuff
Agency Producer: Joe Guyt
Director: Steve Miller
Account Manager: Katy Milmoe
EditingCompany: Outside Editorial
Account Manager: Katy Milmoe
Editing Company: Outside Editorial

English Description
Looking at the broad swath of beer commercials, it becomes apparent that many advertisers believe that images of buxom ladies, tailgating and frothy glasses are the best way to sell. Even premium brands assume a fairly low degree of intelligence. Our research revealed that our target did actually have a brain and was rather irked by the clichés and sophomoric humor employed by much of the category. They felt misrepresented, misunderstood. Probing further, we discovered an important truth: what these guys wanted more than anything was to be seen as interesting. We sniffed an opportunity.