SWORD FIGHT by @radical.media, Euro Rscg New York for Dos Equis

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SWORD FIGHT

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Industry Beers and Ciders
Media Film
Market United States
Agency @radical.media
Director Steve Miller
Executive Creative Director Steve Doppelt, Kash Sree, Paul Bichler
Creative Director Brian Platt
Art Director John Clement, Jon Vall, Carter Storozynski
Copywriter Mike Ludwig, Dan Giachetti, Louis Wittig, Brian Platt
Agency Euro Rscg New York
Art Director Rocky Pina, Andrew Walko
Copywriter Sam Higgins
Released May 2012

Awards

One Show 2013
One Show Consumer Television / :30/:25 - Single Merit

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
Executive Creative Director: Steve Doppelt/Paul Bichler
Creative Director: Brian Platt
Copywriter: Louis Wittig/Dan Giachetti/Sam Higgins/Mike Ludwig
Art Director: Jon Vall/Andrew Walko/John Clement/Rocky Pina/Carter Storozynski
Director: Steve Miller
Account Manager: Katy Milmoe
EditingCompany: Outside Editorial
Account Manager: Katy Milmoe
Editing Company: Outside Editorial
Director of Intergrated Prod: Joe Guyt (Euro RSCG)
Executive Producer: Dave Evans (Euro RSCG)
Associate Producer: Matt Sausmer (Euro RSCG)

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.