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Corona Light Ditches the Herd



Rogue sheep champion light beer via Goodby Silverstein & Partners campaign

Corona Light Ditches the Herd


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
Creative Department
Partner: Jeff Goodby
Creative Director: Adam Reeves
Art Director: Grant Piper
Copywriter: David Roth
Production Department
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
Business Affairs Manager: Chrissy Shearer
Post-Production Department (eLevel if done in-house)
VFX:  Cantina
Post-Production Producer: Sean Cushing and Rebecca Jameson
Outside Vendors
Production Company: Bandito Brothers
Director: Larry Charles
Director of Photography: Anthony Hardwick
Executive producer: Suzanne Hargrove
Line Producer: Martha Davis
Editing House: Hutch Co.
Editor: Jim Hutchins
Producer: Jane Hutchins
Music House: Black Iris Music
Composer: Black Iris Music
Creative Director: Daron Hollowell
Producer: Amy Crilly
Sound Engineer: Rohan Young
Sound Designer:
Audio Mix: Lime Studios
Mixer: Rohan Young
view more - Creative
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