Sub-Premium Beer Brand Makes Quality Advertainment

This “Keith Stone” dude from Saatchi & Saatchi/NY is pretty smooth on skates. Take a look:

The spot was directed by Baker Smith and Butter Music & Sound worked on the music. Apparently, fans of the spot have asked the agency about the opening song, assuming it’s a real, long-lost gem from decades past. It does have a hint of Foghat.

In other brand news, Keystone nearly tripled its measured media spending in 2010 to $7.4 million. The investment is still a fraction of the $145 million MillerCoors spent on Miller Lite, but a lot more than the $1.5 million that A-B spent on Natural Light.

Keystone is also aligning with beef jerky brand Jack Links on a partnership that promotes “Canhole,” in which consumers are urged to toss bags of jerky into holes that can be cut out at the top of Keystone Light cases.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.