A sheep doesn’t usually play guitar, hunt or high five in football games. Unless it’s a talking sheep. And it has a taste for Corona Light beer.
As a continuation of their last ad campaign, Corona Light’s new advertising takes affectionate aim at beer loving guys (21-29 years old) and asks them to aspire to something a little different than their usual domestic light beer routine. The campaign features a liberated talking sheep, Sully (also on Twitter), who encourages beer drinkers to strike out on their own and, literally, “Ditch the Herd.”
And in case the sheep looks familiar, it’s because he appeared (for all of two seconds) in one of Corona Light’s TV ads in 2012. Then it was a walk on part. In 2013 he breaks out to achieve his own fame.
Director Larry Charles (Seinfeld, Entourage, Curb Your Enthusiasm) and an established comedic voice guide a sheep-who’s-a-guy-who’s-really-a-sheep through the world of the modern beer drinker.
The campaign reaches broadcast on April 15th but is online now.
Ad Agency: Goodby, Silverstein & Partners
Client: Crown Imports LLC, Corona Light
Title of Creative Work: Ditch the Herd - Corona Light Sheep Campaign
Live Date: 4/1/13
EVP Marketing: Jim Sabia
Sr. Director Marketing: Craig Neely
Sr. Brand Manager: Matt Escalante
Partner: Jeff Goodby
Creative Director: Adam Reeves
Art Director: Grant Piper
Copywriter: David Roth
Broadcast Producer: Leila Seghrouchni
Account Services Department
Group Account Director: Rob Smith
Account Manager: Kiki Veralrud
Operations Manager: Katie Hanson
Brand and Communication Strategy
Director of Communication Strategy: John Thorpe
Brand Strategist: Ralph Paone
Business Affairs Manager: Chrissy Shearer
Post-Production Department (eLevel if done in-house)
Post-Production Producer: Sean Cushing and Rebecca Jameson