The elegance of Newport, R.I., and the pleasures of enjoying a cold beer combine in the first television spots by RDW Group for Coastal Extreme Brewing Co.'s Newport Storm beer.
With an emphasis on "extremes," one 15-second spot opens with a neon sign that reads "Newport Storm." The viewer is led to believe that the sign is in a bar window, until the camera pulls back to reveal a Newport mansion. The tagline: "The good life just got better." In the second spot, a guy, whose face is never shown, removes a beer from a fridge full of the beverage. He says, presumably to a friend with whom he is watching sports, "Hey man, we're low on beer." The effort is tagged "Can't have enough of a good thing."
In developing the low-budget ads, the Providence, R.I., agency attempted to break away from the "hand-crafted" focus that typifies spots for other microbreweries, said RDW senior vice president Josh Fenton.
Ads target 21-35-year-old males and are running through December on Rhode Island cable on ESPN2 and during shows such as The X-Files and South Park.