Bonnie Tyler's gloriously goofy 1983 power ballad "Total Eclipse of the Heart" was already a campy classic. But a brand version, with silly lyrics touting Dos Equis, is more glorious and goofy than we ever thought possible.
Droga5 created the beery update for a spot that looks like it was filmed on a set left over from Miami Vice, with a singer who's daring 'do and shiny shoulder pads would make John Hughes blush:
Nachos, hot wings … it's all good.
"We wanted something that was familiar yet surprising, a song that sounded so melodramatic, it would be completely insane if it was rewritten to be all about beer," agency creative director Ryan Raab tells Muse. "'Total Eclipse' certainly fits the bill, and '80s music videos are nothing if not dramatic."
He adds: "The song has about 17 hooks, each more melodramatic than the last. It's a karaoke staple, and has been a hit four or five times. But by rewriting the song so it's mostly about nachos, we think we've found its true emotional core."
Gives it a cheesy new flavor, that's for sure. (And it was loaded with cheese to begin with!)
Of course, "Total Eclipse" has been an advertising staple for years, with notable appearances for marketers ranging from MasterCard to Fiber One.
Its latest appearance comes in a campaign themed, "Keep Summer Interesante"—a riff on the Dos Equis' iconic "Most Interesting Man in the World." Branded merchandise launches at a fashion show in Austin, Texas, next week, and a second clip presents a tearful, beerful wedding toast cribbed from the product's origin story:
Guess he just couldn't keep his feelings bottled up.
In both ads, director Wayne McClammy creates an atmosphere of self-aware stupidity that goes down smooth. After watching these once, we were ready for another round.
Raab recalls that the "Total Eclipse" shoot was "pretty intense," with the crew using a crane to hoist a 2,000-pound disco ball above a hotel swimming pool. "We shot until quite late and blasted the song the entire time, so some guests became quite familiar with our rewritten hit. But they seemed to enjoy it," he says.
Srsly though, was anyone on set even old enough to recall the '80s?
"A member of our crew was in a band that opened for Bonnie Tyler, so we he could vouch for our accuracy," Raab reports. "We were all born in or around 1983, when the song was first released, so we have some fuzzy but fond memories."
Everybody, sing along:
And I need Dos Equis tonight...
And I'd also like some hot wings.
Scratch that, make those french fries.
Actually, let's go with hot wings.
You're bringing my nachos soon, right?
Just making sure you got my order right.
Once upon a time I was drinking Dos Equis,
Now I'm just waiting at the bar...
There's nothing I can do, there's a really big crowd at the bar.
Dos Equis :: Keep Summer Interesante
Keep Summer Interesante :: Integrated Credits List
Client Dos Equis
Campaign Keep Summer Interesante
Launch Date March 4, 2019
Agency Droga5 NY
Creative Chairman & Founder David Droga
Chief Creative Officer Neil Heymann
Executive Creative Director Scott Bell
Creative Director Ryan Raab
Senior Copywriter Matt Vitou
Senior Art Director Rob McQueen
Junior Copywriter James Gross
Junior Art Director Gianna D’Amico
Group Design Director Devin Croda
Designer Erin Wilson
Director of Film Production Jesse Brihn
Executive Producer, Film Dave Stephenson
Freelance Executive Producer Gulshan Jaffery
Producer, Film Stephanie Hill
Global Chief Strategy Officer Jonny Bauer
Head of Strategy Harry Roman
Group Strategy Director Will Davie
Strategy Director Nick Maschmeyer
Group Communications Strategy Director Yan Wang
Senior Communications Strategist Kevin Wilkerson
Communications Strategist Clark Cofer
Senior Business Affairs Manager Whitney Vose
Business Talent Manager Dino Spanakis
Group Account Director Alex Woods
Account Director Celeste Pulman
Account Supervisor Taylor Berry
Account Manager Kenzie Grubbs
Senior Project Manager Joe Watana
Client Heineken USA, Dos Equis
Heineken USA CMO Jonnie Cahill
Dos Equis Vice President, Marketing, Alison Payne
Mexican Beer Portfolio
Dos Equis Sr. Brand Director Ligia Patrocinio
Dos Equis Brand Director Quinn Kilbury
Dos Equis Brand Director Hannah Dray
Dos Equis Brand Director Karla Flores
Dos Equis Brand Manager Lindsay Certillman
Production Company Hungry Man
Director Wayne McClammy
DOP Dion Beebe
Producer Rick Jarjoura
Executive Producer Mino Jarjoura
Editor Ryan Steele
Assistant Editor Devon Flint
Executive Producer Gina Pagano
Producer Margarita Mutuc
Audio Engineer Sam Shaffer
Music Beacon Street Studios
Composers Andrew Feltenstein and John Nau
Executive Producer Adrea Lavezzoli
Producer Lindsey Lerman
Sound Heard City
Mixer Phillip Loeb and Elizabeth McClanahan
Producer Andi Lewis
Executive Producer Sasha Awn
Post Production Taylor James
Executive Producer Steve Intrabartola
Producer Casey Sincic
Lead Flame Artist Jason Ortenberg
Flame Matt Stroub
Color Company 3
Colorist Tom Poole and Sofie Borup
Color Assist Jenny Montgomery
Producer Alexandra Lubrano