Boston Gets Wicked Less Rude in Sam Adams Super Bowl Ad

Even Kevin Garnett's a choirboy

A Boston where Red Sox fans greet Yankees boosters with open arms? Where everybody hugs for no particular reason? Where epic trash-talkers like Celtics great Kevin Garnett and funnyman Lenny Clarke obey the rules of polite decorum? 

Where fistfights don't erupt over who gets a pahking space? Where every single soul isn't ridiculously rude and insanely profane all the time?

If this sounds like a beautiful but unlikely daydream, well, that's exactly what it is.

The fantasy unfolds in a regional Super Bowl commercial from Goodby Silverstein & Partners and director Adam Stoller. Sam Adams' "Cousin from Boston" imagines a better Hub of the Universe, one where you don't get punched in the nose for calling it Beantown.

Here's an extended cut, packed with copious kindness and gratuitous good behavior:

Dubbed "A Brighter Boston," the work supports Sam Adams' "brighter and easier drinking" Remastered Lager. A half-minute edit will run in six markets: New York, Phoenix, Cincinnati, Philadelphia, Atlanta, and of course … Baaahston.

"Every New Englander on our team had a story about Boston being not-so-bright or friendly," says agency co-founder Jeff Goodby. "It's why we love the city. We thought: if the beer got brighter, what would happen if Boston did, too? Nobody makes fun of Boston like Boston. We're coming from a place of love, and it’s all in good fun."

Oh, puh-lease! Jeff, you can take your &#%!@?! commercial and ...

Whoa, sorry. As a 35-year Massachusetts resident (most of that in the Hub), I got carried away. Taking the ad to heart. I love you, man!

Now, let's make sure those robahts from last year's Sam Adams SB spaht get the message of peace and light. Because they look like malevolent mechanized Massholes to me.


Client - Samuel Adams, Boston Beer Co.
Chief Marketing Officer: Lesya Lysyj 
Director of Marketing: Lauren Price 
Senior Brand Manager: Kelly Bivens 
Senior Integrated Communications Manager: Dave Wells 
Head of Communications: Dave Dececco  
Manager of Communications: Devon Savage 
Creative Director: Conor McMahon

Agency - Goodby Silverstein & Partners
Creative Director: AJ Warren
Creative Director: Brett Beaty
Associate Creative Director: Sean Smith
Associate Creative Director: Anthony DiMichele
Art Director: Martha Jane Shafer
Copywriter: Rich Forzano

Account Services 
Managing Partner: Leslie Barrett
Group Account Director: Michael Crain
Account Director: Lauren Berry: 
Nolan Solis: Account Manager
Ray Nguyen: Assistant Account Manager

Brand and Communication Strategy 
Partner, Head of Brand Strategy: Bonnie Wan 
Partner, Head of Communication Strategy: Christine Chen 
Group Brand Strategy Director: Ralph Paone
Communication Strategy Director: Maren Severtson
Junior Communication Strategist: Josh German
Brand Strategist: Weston Borg

Head of Production: Jim Haight
Executive Producer: Matthew Flaker 
Producer: Nick Goldsmith
Director of Graphic Services: Jim King

Business Affairs 
Director of Business Affairs: Judy Ybarra
Sr. Business Affairs Manager: Chrissy Shearer

Production Company - Biscuit Filmworks
Director: Aaron Stoller
Director of Photography: Jody Lee Lipes
Executive Producer:  Holly Vega
Producers: Kim Bradshaw & Mala Vasan

Editorial Company - Arcade Edit
Editor: Jeff Ferruzzo
Assistant Editor: Dean Miyahira
Executive Producer: Crissy DeSimone
Senior Producer: Kirsten Thon-Webb

Audio and Sound Design Company - Lime Studios
Sound Designers: Matt Miller
Audio Engineer: Matt Miller
Assistant Mixer: Ian Connie
Executive Producer: Susie Boyajan
Producer: Cassie Underwood
Music: Len, "Steal My Sunshine"
Mix: Lime Studios

VFX Company - Timber
Head of Production:  Ryan Dahlman
Color Grade: Tim Masick @ Company 3 
VFX Lead Flame Artist: Chris DeCristo 
Flame Assistant: Adam Englander

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