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Mike's Hard Seltzer: The Can-Noodle


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Mike's Hard Seltzer has teamed with creative network FCB to launch a new tagline and advertising campaign, 'Refreshingly Obvious', designed to establish the brand and differentiate this new product in the UK. Mike's Hard Seltzer is a new type of alcoholic drink that provides maximum taste and refreshment with reduced calories. Mike's uses real fruit flavours, is vegan and gluten free and is full of great flavour. It's essentially an alcoholic sparkling water, without the artificial sweeteners that you might find in other ready-to-drink beverages. The hard seltzer trend is one of the biggest that the beverages market has seen in recent years and is set to continue to skyrocket as people look for a light, refreshing beverage this summer. The campaign was created by FCB New York in collaboration with FCB Inferno. The films are directed by Mike Bernstein, whose impressive portfolio ranges parody through comedy and includes work for the likes of Saturday Night Live, Funny or Die, and Comedy Central, to name a few. The agency specifically sought a director who would align with the brand's ethos of keeping it real, having fun, and not trying too hard, and Mike's style, sense of humour, and directorial vision aligned perfectly with these values. Each of the three main spots introduces a playful invention designed to solve an obvious problem by making summer drinking easier and more refreshing: the Vacooler which hoovers your deck while serving up mike's, the Fanny Six-Pack cooler (that’s a bum bag in the UK) to hold your mike's when your hands are full, and the Can-noodle, which keeps your mike's cans at hand by the poolside. The campaign was born from the idea that, when you consider all the dumb stuff people have created (hoverboards that don't hover, silent discos), it's a wonder that it took this long for us to make mike's Hard Seltzer: a simple and delicious blend of alcohol, real fruit flavour, and sparkling water. When you think about it, really, it's refreshingly obvious.
Credits Other credits

AB INBEV

Global VP Beyond Beer: Thiago Zanettini

Global Marketing Director Mike’s: Caitlin Partridge

VP Beyond Beer Europe: Adrien Mahieu

Marketing Director Beyond Beer Europe: Aina Fuller

General Manager Mike’s UK: Marie Fukuura

Marketing Manager Mike’s UK: Alexandre Welens

FCB New York

Chief Strategy Officer: Todd Sussman

Director Strategic Planning: James Friedman

Strategic Planning Director: Jamie Rutherford

President: Emma Armstrong

SVP, Group Account Director: Amy Ekins

Account Director: Pamela Natale

Account Supervisor: Laura Traflet

Account Executive: Logan Butler

Senior Project Manager: Joanna Groom

Director of Integrated Production: Adam Isidore

Producer: Brian Schierman

Producer: Pim Leeuwenkamp

Director of Business Affairs: Janice Katz

Senior Production Talent Manager: Janet Marone

FCB Inferno

Managing Director: Katy Wright

Account Director: Jack Steer

Account Manager: Naomi Hallam

Integrated Strategist: Sam Zamani

Co-Design Lead: Sarni Strachan

Producer: Russell Mallows

Producer: Sabrina May

Production

Production Manager: Christine Park

Production Coordinator: Joseph Kim

Music

Music provided by: JSM Music

CEO/CCO/Co-Composer: Joel Simon

VP/Executive Producer: Jeff Fiorello

Co-Composer: Andrew Ybanez

Co-Composer: Gregory Jenkins

Producer: Norm Felker

Producer: Andrew Manning

Producer: Sharon Cha

Post Production

Post-Production Company: Secret Guy

Editor: Bill Cramer

Colourist: Matthew Rosenblum

Flame Artist: Graham Holly

Sound

Sound provided by: Lord + Thomas

Executive Producer: Celena Mossell

Senior Producer: Alex Bartczak

Audio Engineer: Batsi Zesaguli

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