Sam Adams Looks To Bond In TV Campaign

There’s a bright future in every glass of Samuel Adams beer. That appears to be the message crafted by Minneapolis agency Carmichael Lynch in a pair of TV commercials for the Boston Beer Co.
The 30-second spots, which seek to forge an emotional connection between product and consumers, feature 20-something males who are able to envision better futures–more fulfilling personal lives, success in their careers–after they open a Sam Adams. The tagline: “All in due time.”
John Chappell, vice president of brand development for the Boston-based client, said the ads attempt to show the link between the quality of the beer and the quality of life that Sam Adams drinkers are striving for.