World renowned as a singer/songwriter, Dua Lipa highlights her other talents and interests in Truly Hard Seltzer's new campaign themed "No One Is Just One Flavor."
Set to Lipa's synth-pop smash "Physical," a kicky, kitschy spot from Goodby Silverstein & Partners and director David LaChappelle combines live action and animation. In the commercial, breaking this weekend on Saturday Night Live, we learn that Lipa is also bilingual, a yoga enthusiast and a dog mom.
That bubbly, effervescent approach, with its quick-cuts and vaguely retro vibe, fits a pitch emphasizing the Boston Beer brand's assortment of flavors (27 in all). The ad feels kind of '90s (or '80s, even), but also harkens back to far more recent pre-pandemic days—say, 2019—with its tuneful, uplifting message.
"After being in quarantine for a year, the world deserves to feel light, even if it's just for 30 seconds," Truly brand VP Don Lane tells Muse. "We've been locked away for year, and as the world opens back up, our drinkers are ready to literally and figuratively take off their masks, safely, and showcase their authentic selves to the world."
That notion should appeal to Truly's young-adult audience, and Lipa's such a hot commodity, she's sure to entice ears and eyeballs.
"There are so many different parts of us that make us unique, whether that's speaking different languages, your job, or where you call home," the artist says in a statement. "All those tiny little parts, those tiny flavors, make you who you are, and we should celebrate that."
Appropriately, the campaign itself has many facets. Along with the TV spot, out-of-home, point-of-sale, digital and social elements play into the mix.
Also on tap: a "Truly Inspired" online concert series with Live Nation featuring four top acts, who will join with Lipa for a gig in October.
"We're still nailing down specific artists," Lane says. "Right now, all of the events are slated to be livestreamed. But if Covid regulations allow, there will be in-person concert attendees."
Truly plans outdoor installations in New York and Los Angeles later this month, inviting fans to pose among outsized mirrors that produce sundry angles and reflections, creating multifaceted images for social sharing.
"In this rather polarized day and age, Truly has opted to openly celebrate the many sides of all of us," says agency co-chairman and partner Jeff Goodby. It's a big, open-armed gesture of acceptance that is really needed right now."
Alas, not everyone accepts hard seltzer—but those folks can just take off already!
Client: Boston Beer Company, Truly
Co-Founder and Chairman: Jim Koch
President and CEO: Dave Burwick
Chief Marketing Officer: Lesya Lysyj
VP Truly Brand: Don Lane
Director of Marketing Communications: Gail Felcher
Sr. Manager Integrated Communications: Emma Mandler
Marketing Program Manager: Haley Young
Sr. Manager Strategy & Insights: Audrey Chee-Read
Public Relations Supervisor: Meaghan Quinn
Co-Chairmen: Jeff Goodby & Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Hanna Wittmark
Creative Director: Kate Baynham
Art Director: Nando Sperb
Copywriter: Gustav Johansson
Copywriter: Clemens Zlami
Designer: Tana Cieciora
Co-Directors of Production: Leila Gage & Margaret Brett-Kearns
Executive Broadcast Producer: Matt Flaker
Senior Broadcast Producer: Molly Troy
Sr Print Producer/Art Buyer: Noah Dasho
Senior Producer: Joni Wittrup
Associate Producer: Jackie Kelly
Managing Partner: Leslie Barrett
Group Account Director: Michael Crain
Account Director: Libby Dunn
Account Manager: Diane Baker
Assistant Account Manager: Lauren Benyik
Brand and Communication Strategy
Brand Strategy Director: Stephanie Bousquet
Senior Brand Strategist: Ida Persson
Communication Strategy Director: Victoria Barbatelli
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Chrissy Shearer
Director: David LaChapelle
DP: Roman Vasyanov
Managing Director: Michelle Ross
Managing Director/EP: Rebecca Skinner
Executive Producer: Charlotte Woodhead,
Head of Production: Matt Sanders,
Line Producer/UPM: Carr Donald
Line Producer: Carr Donald
Production Supervisor: Alina Stevens
Assistant Production Supervisor: Jessica Tomson
Company Name: Work Editorial
Editor: Nick Rondeau
Assistant Editor: Oliver Hecks
Founding Partner: Jane Dilworth
Head of Production: Brandee Probasco
Executive Producer: Marlo Baird
Senior Producer: Jamie Lynn Peritt
Executive Producer: Susie Boyajan
Senior Producer: Kayla Phungglan
Producer: Sam Sotomura
Mixer: Joel Waters
Audio Assistant: Collin Thomas
Company name: Mathematic
Executive Producer: Jason Bartnett
Producer: Natia Sopromadze
Creative Director: Fred Tenet
Shoot Supervisor: David Parker
VFX Supervisor: Emeric Samir
2D Lead Artist: Fred Venet
3D Lead Artist: Emeric Samir
3D Artist: Berika Lobzhanidze
2D Artist: Julien Michel
2D Animation: Ruben Sellem, Fred Venet, Jules Bourdain, Chole Hamon, Jong-Ha Kim, Anna Bolshakova, Merve Noksan,
Illustrators: Nahuel Bardi, Sandro Rybak, Henri Recule
Dua Design: Marcos Chin
Nuke: Emeric Samir, Cedric Blondelle
Flame & Beauty: Fabien Coupez, Michael Bianchi, Samuel Roux
VFX Editors: Romain Beltran
Company name: Company 3
Colourist: Dave Hussey
Colour Producer: Mario Castro
Colour Assist: James Harmon