Life is full of challenges-but nothing that can't be quenched with a little ingenuity and a beer. So says agency McGarryBowen in a new campaign for InBev's Brazilian beer, Brahma. Shot on location in Rio by Johan Renck, one spot features a tall fellow dragging a shopping cart up an even taller flight of steps to fashion a makeshift basketball hoop, while another stars a sand-covered beach bum who seeks refreshment in a cooler filled with Brahma bottles. Both focus on the creativity and carefree attitudes of Brazilian drinkers who refuse to let anything stop them from having a good time. "The guiding principles are 'life through effortless flair' and 'originality and innovation,' " explains ECD Lyle Owerko.
Client: Brahma Beer Agency: McGarryBowen, N.Y. ECDs: Randy Van Kleeck, Lyle Owerko Director: Johan Renck/RSA Executive Producer: Traci Norfleet Editor: Adam Schwartz/Company X