It may still be summer, but it’s already college football season.
Droga5 launched a series of ads for Dos Equis, the Official Beer Sponsor of the College Football Playoff, featuring former NCAA Football coaches Les Miles and Steve Spurrier. The latest in “Keep It Interesante” campaign the agency launched for the brand this past spring, the ads mine the same type of over-the-top humor.
In the 60-second “The Comeback,” for example, a college football team is riled up by a Dos Equis-inspired pep talk. Actually, the coach is just reading the bottle, but hearing about the lager brand’s ABV and trademark status really seem to get the players ready to mount that unlikely comeback.
Other spots feature “Head Beer Coach” Spurrier being carried off the field and “Grass Expert” Miles overseeing field care with Dos Equis, “the only beer used to water every college football field.”
The latter seems like a dicey proposition. While it’s clearly in line with the exaggerated claims theme of the broader campaign, it’s easy to read it as comparing the brand’s beer to water, which is perhaps not the best selling point.
The campaign comprises a dozen 15, 30 and 60-second ads, running online and on TV, supported by OOH, in-bar signage, game day events and a specially-designed, pigskin-textured can. Dos Equis is also running a season-long promotion in bars giving fans the chance to win College Football Playoff National Championship tickets.
“Who doesn’t love grass and beer? Miles and Spurrier know that’s a killer combination and so do we,” Dos Equis senior brand director Quinn Kilbury said. “Watch for our very limited Dos Equis Kentucky Bluegrass at a bar near you soon!”