Beer brands tend to get wound up in knots trying to communicate their essence. But not House Beer. From its very name down to the aesthetic of its debut commercial, the Venice, Calif.-based brand sticks with simplicity—to engaging effect.
Kevin Butler, an agency veteran who's put in stints at Deutsch, TBWA\Media Arts Lab, Facebook and TBWA\Chiat\Day, directed the new spot. It combines a punchy, knowing, almost Newcastle-like vibe (minus the sneering) with laid-back Southern California lifestyle imagery to create a portrait of a beer that's hip without being too hipster-y.
Of course, professing a lack of pretentiousness can itself be pretentious, and this spot comes pretty close to tipping over into self-congratulation. But the playfulness feels genuine. And for a debut commercial, this one should do a nice job of extending the cult brand's mystique rather than spoiling it.
More minimalism over on the website.
Client: House Beer
Title: "This Is House Beer"
Director: Kevin Butler
Director of Photography: Erik Ian/Keegan Gibbs
Executive Producer: Scott Kaplan
Producer: Jed Herold