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Dos Equis Names Steve Spurrier Head Beer Coach and Hires Les Miles as Chief Lawn Officer



Legendary coaches Miles and Spurrier hit career highs in new Dos Equis College Football Campaign, airing August 30

Dos Equis Names Steve Spurrier Head Beer Coach and Hires Les Miles as Chief Lawn Officer

Dos Equis, the Official Beer Sponsor of the College Football Playoff and the cerveza that single-handedly created the game itself, is keeping it interesante this season. Breaking next week, the brand unveils new television spots featuring coaching legends Les Miles and Steve Spurrier.

The ads are the latest in Dos Equis’ “Keep It Interesante” campaign, launched this past spring to give drinkers permission to embellish their stories to make for a more entertaining night out.

For college football season, Dos Equis enlisted Miles and Spurrier to show the world how Dos Equis shaped every aspect of college football, with no help whatsoever. In a series of spots created in collaboration with Droga5, the coaching legends are spotlighted in ways fans will definitely recognise, but adding a fun, interesante twist.

The campaign is led by a ridiculous, Dos Equis-inspired halftime speech that supposedly led to the greatest comeback in football history. In other spots from the campaign, Head Beer Coach Spurrier is carried off the field wearing his famous visor, now enhanced with a bottle opener, while in another, Miles, a noted grass chewer, supervises the watering of the turf with Dos Equis, the only beer used to water every college football field.

The ads consist of a series of :15, :30 and :60 second spots, 12 in total, which will begin airing on TV and online August 30. The campaign will be supported by out of home, special in-bar signage plus gameday events and a specially designed, pigskin-textured can. Dos Equis is also running a season-long promotion in bars across the country that gives consumers 16 chances — one per week — to win tickets to the College Football Playoff National Championship by snapping a picture of a Dos Equis bottle or can and texting the keyword XXFAN to 77000.


Agency Droga5 NY

Creative Chairman David Droga

Chief Creative Officer Neil Heymann

Executive Creative Director Scott Bell

Creative Director Ryan Raab

Creative Director Chris Colliton

Creative Director Kevin Weir 

Junior Copywriter James Gross

Junior Art Director Gianna D’Amico

Design Director Devin Croda

Designer Erin Wilson

Design Technologist Danielle Clemons

Creative Technology Director Brian Moore

Chief Creation Officer Sally-Ann Dale

Director of Film Production Jesse Brihn

Executive Producer, Film Rebecca Wilmer

Producer, Film Brandon Chen

Associate Producer, Film Kelly Appleton & Carlos Valdivia

Co Director, Interactive Production Tasha Cronin

Sr. Producer, Interactive Andrew Puzzuoli

Producer, Interactive Aaron Matys

Director of Print Services Rob Lugo

Sr. Producer, Print Alyssa Dolman

Global Chief Strategy Officer Jonny Bauer

Group Strategy Director Ramon Jimenez

Strategy Director Nick Maschmeyer

Communications Strategy Director Yan Wang

Communications Strategist Clark Cofer

Group Data Strategy Director Andea Campbell

Senior Data Strategist Christina Fieni & Joshua Gordon

Head of Account Management Dan Gonda

Group Account Director Alex Woods & Ed Rogers

Account Director Celeste Pulman

Account Supervisor Taylor Berry

Associate Account Manager Kenzie Grubbs

Project Manager Hillary Jordan & Joe Watana

Legal Sarah Fox & Zachary Werner

Sr. Business Affairs Manager Whitney Vose

Business Talent Manager Dino Spanakis

Client Brand/company name

Heineken USA CMO Jonnie Cahill

Dos Equis Vice President, Marketing Alison Payne

Dos Equis Sr. Brand Director Quinn Kilbury

Dos Equis Brand Director Karla Flores

Dos Equis Brand Manager Lindsay Certilman

Production Company Ruffian

Director The Bobbsey Twins from Homicide

DOP Robert Yeoman

Founder / Executive Producer Robert Herman

Producer Donald Taylor

Production Company Second Child

Photographer / DOP Paul McGeiver

Producer Sara Vander Horn

Executive Producer Scott Chinn

Editorial Mackcut

Editor Ryan Steele

Assistant Editor Devon Flint

Executive Producer Gina Pagano

Producer Margarita Mutuc

Audio Engineer Sam Shaffer

Post Production Smoke + Mirrors

Executive Producer Steve Intrabartola

Senior Producer Courtney Barasch

VFX Supervisor Matthew Stroub

Lead Flame Artist Dino Tsaousis

Colour Company 3

Colourist Tom Poole

VP Ashley Kim

Producer Alexandra Lubrano

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Genres: Dialogue, People, Comedy

Categories: Beers, Alcoholic Beverages

Droga5 New York, Thu, 30 Aug 2018 16:04:43 GMT