Nail Intros 'Unnatural' Characters, Acts for Sublime

Distortions of tired stereotypes and some decidedly unnatural activities are used to promote Sublime Juiced Beverages in a humorous radio campaign crafted by Nail.

In order to compete with better-known offerings, such as Mike’s Hard Lemonade and Smirnoff Iced, Sublime and the Providence, R.I., shop decided to “make some waves” with three 60-second spots.

Apparently, they succeeded. One Boston station (WFNX-FM) refused to air one of the commercials, and another (WBCN-FM) ran the executions past the FCC for approval because of concerns about the campaign’s potentially objectionable content.

One spot features a man with an exaggerated “hillbilly” accent using raunchy language while petting a cow; in another, a disturbed guy talks about how putting on his wife’s underwear frees him from the confines of his “hairy, lumpy man shape.”