The tanned and shredded “lifestyle guards” in High Noon’s new ads will reinflate your float, restock your cooler and retrieve your errant football. Hammock fail? The guys are on it. Grilling mishap? They appear instantly with extra provisions.
The new campaign, from longtime agency of record Preacher, keeps the sun-soaked vibe of earlier marketing for the canned cocktail brand but adds a more dynamic element with its buff problem solvers.
Previous ads, which have helped build the young brand into a top seller in the ready-to-drink category, leaned into a laid-back personality with proverb-style taglines such as “may you tan evenly on both sides,” “may you know somebody who knows somebody with a pool,” and “may you live like you’re retired, even if you’re 26 and employed.”
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