Have a (Brazilian) Beer

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Brahma "Shopping Cart"
New York agency mcgarrybowen travels all the way to South America to serve up a new campaign for beer giant InBev’s Brazilian brand Brahma, soon to be available here in the U.S. One 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. Shot on location in Rio by RSA director Johan Renck, the spots successfully leave the standard beer ad fare miles behind, instead focusing on the creativity and carefree attitudes of Brazilian beer-drinkers who refuse to let a little heat—or too much height—stop them from having a good time. “The guiding principle was ‘life through effortless flair,’” explains mcgarrybowen Executive Creative Director Lyle Owerko. “We wanted to step outside the traditional beer paradigm and showcase a product that’s bright and invigorating, in a new way that really capitalizes upon the upward mobility of Brazilian society, and how they can make light of any situation and turn it into a good opportunity for themselves.” (RH)
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