Sam Adams Punks Budweiser in This Fun Regional Super Bowl Ad

AB InBev has category exclusivity on the Super Bowl, meaning no other brewers are allowed to run commercials nationally on the game. But Sam Adams has found a fun way to punch back, with an amusing 30-second spot from Goodby Silverstein & Partners that will air regionally—in Boston and New York—during the Feb. 7 telecast.

Viewers will probably think it’s a Budweiser commercial in the beginning, as it opens on a group of Clydesdale horses (even though Bud is opting out of the game for the first time in 37 years and putting the money toward vaccination awareness). But soon, it becomes clear this is a horse of a different color—as “Your Cousin From Boston,” a character from previous Sam Adams spots, shows up looking for a little mischief.

“This big game misdirect is exactly what you might expect from the mischievous Your Cousin from Boston,” GS&P co-chairman Jeff Goodby says. “The guy’s excited about Sam’s new Wicked Hazy, and look what he goes and does. You just can’t stop him.”

The ad was directed by Worcester native Matt Aselton and stars “real life Massachusetts townies-turned-actors” Greg Hoyt and Owen Burke. It’s part of a campaign called “From Boston With Love,” which launched last May.

“We couldn’t think of a bolder way to launch our big bet for 2021 than an ad for the big game,” says Boston Beer Company CMO Lesya Lysyj. “We’re excited about our new Wicked range of beers from Samuel Adams developed and launched with the rebellious spirit that’s in our DNA, in the name of good fun and good beer.”

CREDITS

Client: The Boston Beer Company
Brand: Samuel Adams
Spot Name: Your Cousin Lets the Clydesdales Go :30
Air Date: 2/7/2021
Agency: Goodby Silverstein & Partners

Client
Co-Founder and Chairman: Jim Koch
Chief Marketing Officer: Lesya Lysyj
President and CEO: Dave Burwick
Director of Marketing: Matt Withington
Brand Storyteller: Dave Wells

Agency

Creative
Chief Creative Officer: Margaret Johnson
Associate Creative Director: AJ Warren
Associate Creative Director: Brett Beaty
Associate Creative Director: Joshua Hacohen

Account 
Account Director: Rachel Stermer
Account Manager: Kate Colantuono
Assistant Account Manager: Nolan Solis

Brand and Communication Strategy 
Partner, Head of Brand Strategy: Bonnie Wan
Partner, Head of Communication Strategy: Christine Chen
Director of Brand Strategy: Stephanie Bousquet
Director of Communications Strategy: Caitlin Neelon
Senior Brand Strategist: Marisa Perazzelli

Production 
Head of Broadcast Production: Leila Gage
Executive Broadcast Producer: Matt Flaker
Executive Producer: Stephanie DeNatale
Producer: Nick Goldsmith

Business Affairs 
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Chrissy Shearer

Production Company 
Company Name: Arts & Sciences
Production Company City: Los Angeles, CA
Director: Matt Aselton
DP: Toby Irwin
Managing Partner / Executive Producer: Marc Marrie
Managing Director / Partner: Mal Ward
Head of Production: Christa Skotland
Executive Producer: Zoe Odlum

Editorial Company  
Company Name: Arcade Edit
Editing Company City: Santa Monica, CA
Editor: Geoff Hounsell
Assistant Editor: Ryan Andrus
Senior Producer: Kirsten Thon-Webb
Executive Producer: Crissy DeSimone

Audio and Sound Design Company  
Company name: LIME Studios
Sound Design Company: LIME Studios
Sound Designers: Michael Anastasi
Audio Engineer: Sam Casas
Executive Producer: Susie Boyajan
Producer: Kayla Mashburn
Music company name: Butter Music
Music Executive Producer: Annick Mayer
Music Producer: Stone Irr

VFX Company  
Company name: Framestore NY
VFX Lead: Matt Pascuzzi
Senior Producer: Maura Hurley
Producer Coordinator: Nathaniel Cabra 
Executive Producer: Dez Macleod-Veilleux
Compositing Team: Avery Herzog, Elaina Brillantes, Euna Kho, Greg Gaskins, Kane Herd, Zavier Mojica, Ryan Ninko, Raul Ortego
Color Company name: Company3
Color Artist: Tom Poole
Producer: Alexandra Lubrano

FOR DIGITAL:

(INTERNAL)
Client Name: The Boston Beer Company
Brand: Samuel Adams
Spot Name: Your Cousin Lets the Clydesdales Go :30
Air Date: 2/7/2021

Chief Creative Officer: Margaret Johnson
Associate Creative Director: AJ Warren
Associate Creative Director: Brett Beaty
Associate Creative Director: Joshua Hacohen
Executive Broadcast Producer: Matt Flaker
Executive Producer: Stephanie DeNatale
Producer: Nick Goldsmith
Account Director: Rachel Stermer
Account Manager: Kate Colantuono
Assistant Account Manager: Nolan Solis
Director of Brand Strategy: Stephanie Bousquet
Director of Communications Strategy: Caitlin Neelon
Senior Brand Strategist: Marisa Perazzelli
Director of Graphic Services: Jim King
Content Creative Coordinator: Hanna Hegnell