Keystone Light is triple filtered which makes it smoother than other beers in the same category. Man, it would have been cool if we could have just said that... Unfortunately, since we can't substantiate the actual smooth factor with modern science, we had to carefully imply that it makes you (and life in general) smoother.
This campaign also marked a departure from targeting their traditional younger demographic to now speaking to a slightly older, more mature guy who spends his quality beer drinking time outdoors... catching imaginary animals.
- Project Roles
- Art Director, Creative Director
- Art Direction, Conceptual, Copywriting, Creative Direction, Design
- Commercials - Broadcast
- Project Industries
- Advertising, Beer