Skrewball - "House of High Spirits"

The Martin Agency

The Martin Agency Richmond, Estados Unidos

375

Marca: Skrewball
País: Estados Unidos

Anunciante: Skrewball Spirits

Título	House of High Spirits
Agencia	The Martin Agency
Campaña	Skrew the Usual
Anunciante	Skrewball Spirits
Marca	Skrewball
Fecha de primera difusión/publicación	2024 / 5
Sector Empresarial	Whisky, ginebra, vodka?
Filosofía	Skrewball Whiskey, the leading peanut butter whiskey, is proud to unveil its new campaign and rallying cry, "Skrew the Usual," the brand's most ambitious launch to date. As the world's first super-premium peanut butter flavored American whiskey, Skrewball wants people to break away from the 'same old, same old' and revel in the surprisingly delicious flavors of life – enter "Skrew the Usual." The campaign marks a significant milestone for Skrewball and the biggest launch since its acquisition by Pernod Ricard in 2023. It is accompanied by the release of a 30-second creative spot, called the "House of High Spirits," in addition to 15-second and 6-second short films. At the heart of the campaign is a new fictional spokesperson aptly named Skrew, who is the charismatic (and dashing, if we do say so ourselves) personification of Skrewball's charmingly mischievous spirit. In the spot, Skrew upends (read: improves) the conventions of the whiskey category by beckoning viewers to indulge their curiosity and experience the unusually delicious peanut buttery taste of Skrewball Whiskey. As a relatively young brand that launched in 2018, Skrewball has grown to become the number one peanut butter whiskey in the United States with 83% of market share, the number two premium brand in the flavored whiskey category ($25+) for value and volume, and the number five brand overall¹ – now that's some nutty growth. The campaign, created by The Martin Agency, kicks off via online video, social and search on Thursday, May 9, followed by disruptive out of home advertisements in key markets such as Chicago, Los Angeles and New York City come June.
Medio	Integrated Media/360 Activation
Duración	30 seconds
Production Service Company	STORY
Director de publicidad	Craig Johnson
Director de publicidad	Kuppy Sampale
Director de publicidad	Gary Feeney
Director de publicidad	Brittany Yeng
Director de publicidad	Steve Yeng
Client Creative Director	Cris Bowles
Client Creative & Digital Lead	Laura Arayata
Chief Executive Officer (CEO)	Danny Robinson
Responsable de la creación	JERRY HOAK
SVP, Creative Director	Sean Riley
Director creativo adjunto	Dave Ashton
Senior Copywriter	Roger Hailes
Senior Art Director	Riley Shine
Design Director	Robyn Makinson
Designer	Molly Dauphin
Senior Studio Artist	Mark Caasi
Studio Artist	Brendan Ginsburg
SVP, Managing Director, Head of Integrated Production	Brett Alexander
VP Executive Content Producer	Ann Parker
Senior Content Producer	Mel Calabro
Associate Director, Business Affairs	Gloria Gutierrez-Anderson
Associate Director, Financial Affairs	Elizabeth Moore
SVP, Executive Partner, Head of Account	Walker Teele
SVP, Group Account Director	Liz Toms
Jefe de cuentas	Jacob Lowden
Group Resource Manager	Karen Gates
Senior Project Manager	Maclaine Ellis
EVP, Chief Brand Officer	Elizabeth Paul
SVP, Head of Strategy	John Gibson
Group Planning Director	Mike Obermeyer
Planificador estratégico	Lexi Magenheim
Senior Communications Strategist	Michael Bonavita
VP, Head of Public Relations	Lauren Brennan
Director, Brand Communications	Katherine Sheehan
Brand Communications Manager	Sofie Diskin
Associate Director	Holly Hansen
Productor digital	Chase Maszle
Productora	Park Pictures
Realizador	Terri Timely
Productor ejecutivo	Jackie Kelman-Bisbee
Executive Producer/ Managing Director	Justin Pollock
Senior Producer	Christopher Grove
Sr HoP / Business Affairs	Anne Bobroff
Responsable de la producción	Chelsea Schwiering
Productor	David Lambert
Founder / CCO	Ana Laura Solis
Partner / COO	Joe Solís
Managing Director / ESG	Aura Solís
Senior Service Producer	Carlos Estrada
Montador	Katie Cali
Managing Director	Laura Macauley
Editorial Company Executive Producer	Jennifer Johnson
Assistant Editor	Jesse Richard
VFX Company	Platige LA
Managing Director	Chris Harlowe
2D Lead	Justin Keil
VFX Producer	Sonia Marcinkowska
Colorization	Company 3
Colorista	Bryan Smaller
Executive Producer Color	Mario de Castro
Audio Post Production	Overcoast Music + Sound
Engineer/Mixer	Matt Whitworth
Music Supervision	JL Hodges