‘Sw**t’ Is a Naughty Word in Angry Orchard Campaign

Sweet is apparently a swear word in the latest campaign from Angry Orchard—so much so that the word is bleeped out in its latest ads.The campaign is the first for Angry Orchard, Boston Beer’s popular hard cider brand, from Goodby Silverstein & Partners. It joins two other Boston Beer brands, Sam Adams and Truly Hard Seltzer, in the agency’s portfolio.The campaign’s hero spot, “Grandma’s Gathering,” was directed by Craig Gillespie, best known for his work on the films I, Tonya and Lars and the Real Girl. Trying to keep it clean in front of family, the word “sweet” is bleeped multiple times, including by the grandmother, as the family looks on in disbelief. It’s obvious how the ad will play out—it’s a formula that’s been done before—but the payoff is still very satisfying in large part because of the talent.In the second ad, head cider maker Ryan Burk walks through an orchard telling the camera how his cider is “naturally sw**t.” There’s bleeps-a-plenty as he walks off in disgust for, well, being bleeped. This spot was shot in New York’s Hudson Valley and directed by Ryan Scott, who has worked on brands like T-Mobile, VW and the (awful) Philadelphia Eagles. The “Sw**t” campaign is meant to show that Angry Orchard drinkers can proudly embrace the full-flavored, natural sweetness of the product while hinting that other cider brands might be too cloyingly sweet.“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for its perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said GSP creative director Kate Baynham. “Angry Orchard’s new campaign isn’t shying away from sweet, a component of cider our drinkers know and love,” said Lesya Lysyj, chief marketing officer of the Boston Beer Company. “Instead, we’re giving permission to drinkers, with help from a breakthrough mnemonic, to embrace the positive sweet attribute in Angry Orchard that brings bold, natural flavor made with the best, real ingredients.”After picking up the Sam Adams and Truly brands in 2019, GSP brought some levity to the beer brand with a distinctively Beantown character, Your Cousin from Boston. The Angry Orchard campaign looks to bring lighthearted humor to the cider category.CREDITS:ClientCEO: Dave BurwickChief Marketing Officer: Lesya LysyjHead of Marketing: Kelli McCusker Associate Digital Marketing Manager: Ryan Dunn AgencyCreativeCo-Chairman: Jeff GoodbyCreative Director: Kate BayhhamCreative Director: Hanna WittmarkArt Director: Edward KingCopywriter: Tajj Badil-Abish Account ServicesAccount Director: Rachel StermerAccount Manager: Joey Schaefer Brand and Communication Strategy Brand Strategy Director: Harper Bokum-FauthCommunications Strategy Director: Nicole Richards  ProductionHead of Broadcast Production: Leila GageExecutive Broadcast Producer: Matt FlakerSenior Broadcast Producer: Charlotte McConnell Business AffairsSenior Business Affairs Manager: Chrissy ShearerBusiness Affairs Manager: Kristian Evanculla Spot: Grandma’s Gathering Production CompanyCompany name: MJZDirector: Craig Gillespie Audio and Sound Design CompanyCompany name: Lime StudiosSound Design Company City: Los Angeles, CAHead of Production: Susie BoyajanSound Designer: Joel Waters  VFX Company Company name: Arcade Head of Production: CL Kumpata Executive Producer:  David Won  ColorCompany: A52Colorist: Gregory ReeseColor Producer: Jenny Bright  Spot: Ryan BurkProduction Company: Draulhaus, LLC.Director: Ryan ScottProducer: John Carney Co-Producer: Keenan MarshallCo-Producer: Steve Jones Assistant Director: Ali Pensyl Director of Photography: Matthew Noll Production Assistant: Alexandra AmicSteadicam Operator: Collin Welch 1st AC: Eurica Yu 2nd AC: Charles Parker DIT: Richie Myers Gaffer: Connor O’Mara Key Grip: Dan White G&E Swing: Madeleine Bishop G&E Swing: Ed DiJoseph Sound Mixer: Dominic ZapallaProduction Designer: Matthew EnglebertLead Editor: Keenan Marshall Co-Editor: John Carney Sound Design: Ian Jolin Rasmussen  Color:Colorist: Kath Raisch Coloring Producer: Anna Kelman Continue Reading


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