Apparently, ‘Sw**t’ Is a Naughty Word in Angry Orchard Campaign
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Apparently, ‘Sw**t’ Is a Naughty Word in Angry Orchard Campaign

By  |  December 29, 2020  |  Uncategorized  |  No Comments

Sweet is apparently a swear word in the latest campaign from Angry Orchard—so much so that the word is bleeped out in its latest ads.

The campaign is the first for Angry Orchard, Boston Beer’s popular hard cider brand, from Goodby Silverstein & Partners. It joins two other Boston Beer brands, Sam Adams and Truly Hard Seltzer, in the agency’s portfolio.

The campaign’s hero spot, “Grandma’s Gathering,” was directed by Craig Gillespie, best known for his work on the films I, Tonya and Lars and the Real Girl. Trying to keep it clean in front of family, the word “sweet” is bleeped multiple times, including by the grandmother, as the family looks on in disbelief. It’s obvious how the ad will play out—it’s a formula that’s been done before—but the payoff is still very satisfying in large part because of the talent.

In the second ad, head cider maker Ryan Burk walks through an orchard telling the camera how his cider is “naturally sw**t.” There’s bleeps-a-plenty as he walks off in disgust for, well, being bleeped. This spot was shot in New York’s Hudson Valley and directed by Ryan Scott, who has worked on brands like T-Mobile, VW and the (awful) Philadelphia Eagles.

The “Sw**t” campaign is meant to show that Angry Orchard drinkers can proudly embrace the full-flavored, natural sweetness of the product while hinting that other cider brands might be too cloyingly sweet.

“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for its perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said GSP creative director Kate Baynham. 

“Angry Orchard’s new campaign isn’t shying away from sweet, a component of cider our drinkers know and love,” said Lesya Lysyj, chief marketing officer of the Boston Beer Company. “Instead, we’re giving permission to drinkers, with help from a breakthrough mnemonic, to embrace the positive sweet attribute in Angry Orchard that brings bold, natural flavor made with the best, real ingredients.”

After picking up the Sam Adams and Truly brands in 2019, GSP brought some levity to the beer brand with a distinctively Beantown character, Your Cousin from Boston. The Angry Orchard campaign looks to bring lighthearted humor to the cider category.

CREDITS:

Client

CEO: Dave Burwick

Chief Marketing Officer: Lesya Lysyj

Head of Marketing: Kelli McCusker 

Associate Digital Marketing Manager: Ryan Dunn

 

Agency

Creative

Co-Chairman: Jeff Goodby

Creative Director: Kate Bayhham

Creative Director: Hanna Wittmark

Art Director: Edward King

Copywriter: Tajj Badil-Abish

 

Account Services

Account Director: Rachel Stermer

Account Manager: Joey Schaefer

 

Brand and Communication Strategy 

Brand Strategy Director: Harper Bokum-Fauth

Communications Strategy Director: Nicole Richards 

 

Production

Head of Broadcast Production: Leila Gage

Executive Broadcast Producer: Matt Flaker

Senior Broadcast Producer: Charlotte McConnell

 

Business Affairs

Senior Business Affairs Manager: Chrissy Shearer

Business Affairs Manager: Kristian Evanculla

 

Spot: Grandma’s Gathering 

Production Company

Company name: MJZ

Director: Craig Gillespie

 

Audio and Sound Design Company

Company name: Lime Studios

Sound Design Company City: Los Angeles, CA

Head of Production: Susie Boyajan

Sound Designer: Joel Waters 

 

VFX Company 

Company name: Arcade 

Head of Production: CL Kumpata 

Executive Producer:  David Won 

 

Color

Company: A52

Colorist: Gregory Reese

Color Producer: Jenny Bright 

 

Spot: Ryan Burk

Production Company: Draulhaus, LLC.

Director: Ryan Scott

Producer: John Carney 

Co-Producer: Keenan Marshall

Co-Producer: Steve Jones 

Assistant Director: Ali Pensyl 

Director of Photography: Matthew Noll 

Production Assistant: Alexandra Amic

Steadicam Operator: Collin Welch 

1st AC: Eurica Yu 

2nd AC: Charles Parker 

DIT: Richie Myers 

Gaffer: Connor O’Mara 

Key Grip: Dan White 

G&E Swing: Madeleine Bishop 

G&E Swing: Ed DiJoseph 

Sound Mixer: Dominic Zapalla

Production Designer: Matthew Englebert

Lead Editor: Keenan Marshall 

Co-Editor: John Carney 

Sound Design: Ian Jolin Rasmussen 

 

Color:

Colorist: Kath Raisch 

Coloring Producer: Anna Kelman 

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