Profiles in Black Creativity: Jason Pierce Breaks the Mold of Beer Advertising

Throughout Black History Month, we’re partnering with agency owner Derek Walker on a series that highlights the ideas, perspectives and successes of Black advertising professionals. Today we’re featuring Jason Pierce, creative director and head of creative diversity at CPB. Below, Pierce shares why an ad he created for Goose Island holds a special place in his heart. Derek Walker: Why are you proud of this work? Jason Pierce: Next to his father, the most important figure in a young man’s life is his uncle. Uncles are awesome. I know this first hand because I’m not only an uncle, but I’m also awesome. We are the fine gentlemen that introduce our nephews to all the things their parents definitely don't know about. I had two uncles. My Uncle Billy gave me my first sip of alcohol. It was E&J and I felt like my face was burning off. I played it cool, but ran to the first sink in the house, turned the water on, and stuck my entire face under. I was about 12 years old. My uncles were stylish and slick talkin’, and just about every song that came on the radio was their "jam." All they needed was a cold brew and some good music, and it was a party. Meet George. Although George is not my uncle, he is stylish, slick talkin’, and just about every song that came on the radio was his "jam." There’s something absolutely magnetic about George that I just loved almost immediately. The very first shot we took of him was incredible. But for this one, all we did was get him a beer, put on some Marvin Gaye, and the ad created itself. It was a moment true to George. He’s a Black man who enjoys a good cold brew and good music (Marvin is the GOAT). He’s human. When it comes to beer ads, we see the same occasions, usually accompanied by the same cast of characters. With this body of work, we wanted to break that mold. For me, this shot is the best version of that. As a creative, some of my proudest work is not usually the most award-winning. I’ve found that it’s the work that feels the most personal. This shot reminds me of my Uncle Billy. Would you change anything about it? We really did have some music going while shooting this. George specifically requested Marvin Gaye, and everything sort of became magical. We didn't really plan anything or know exactly what was going to happen. I should have thrown on some James Brown to see how funky George could really get. How did you get there with this idea? This idea is a couple years old. It came through our partnership with Goose Island Beer Co. They are a Chicago-based craft beer company (sorry for using the C-word, beer lovers), who had a thirst for expressing themselves as not just another beer company. Part of their core values centered around not just making beer, but also the social and political issues found in cities like Chicago. They are Chicago-proud. Their ambition was to expand nationally, while keeping their DNA intact. We were defining their identity while also expanding the feeling of Chicago in the process. I wanted to introduce aspects of street culture, a sense of good design and authentic storytelling into a category that desperately needs them. Learn more about Jason Pierce on LinkedIn.