Back in May, Sam Adams introduced “Your Cousin from Boston,” the lovably garrulous everyman with an accent who isn’t shy about saying what’s exactly on his mind. The humorous campaign, created out of Goodby Silverstein & Partners, originally was put on hold last year because of the pandemic, and now, its main character is helping to ensure that hopefully, the coronavirus won’t disrupt our lives again.
“Your Cousin” is now the star of Sam Adams’ new COVID-19 vaccine PSA. We see him standing in line waiting for his shot, as crass as ever. “I hope this doesn’t take too long—I’m double parked,” he brusquely says to another in the queue.
The nurse gets ready to jab his arm, and the ad then cuts to glorious scenes of Cousin enjoying his freedom, hugging and toasting his pub buddies. The spot’s finale reveals, however, that all his celebrating is a bit premature.
The ad ends with the line, “Don’t miss your shot.”
The campaign isn’t just a message, however. It also comes with free beer. Beginning on April 12, Sam Adams will cover the cost of a brew for the first 10,000 people to share they have been vaccinated on Twitter or Instagram. They’ll need to include proof of vaccination like their “I’m vaccinated” sticker or a bandaged arm photo, along with the hashtag #ShotforSam or a @SamuelAdams tag. The beer brand will give the winners $7 over Cash App for a Sam Adams at their local pub or restaurant.
“Humor can be a powerful tool,” said Sam Adams CMO Lesya Lysyj in a statement. “We’re in a position to make something as important as the COVID-19 vaccine more approachable, especially for someone who may be intimidated.”
The spot joins what’s been a steady stream of COVID-19 vaccine ads in recent weeks, including Google’s spare, sentimental message set within its search bar and other tools and Budweiser’s nostalgic spot with a track from Jimmy Durante.
“This might be the first spot to show young people what a post-vaccinated world could look like,” joked Jeff Goodby, co-founder and co-chairman at GS&P. “With vaccine skepticism lingering, Sam’s bold approach might be just what the doctor ordered.”
The ad was shot at the actual vaccination site at Boston’s Fenway Park. Win Gates directed, via Tool of NA.