College football is about to recommence in the US. So are college football rivalries. Sid Lee has put Dos Equis into the middle of these, with some quick-witted extensions to it’s A Dos of XX campaign, which began in April. The new ad campaign is a part of Dos Equis’ increasingly strong footprint in college football, which includes on-the-ground activations across the country, a game day sponsorship with FOX Sports, and a number of university partnerships.
Earlier this year, Dos Equis announced that it will be the Official Beer Sponsor of FOX Sports’ BIG NOON KICKOFF this season, hosting weekly feature segments and a roadshow with Mark Titus and Charlotte Wilder of The People’s Sports Podcast.
“College football game days are more than just a tradition for Dos Equis drinkers. They are, without exaggeration, a way of life,” commented Ashleigh Phelps, senior brand manager, Dos Equis. “It’s been inspiring to curate a series of advertisements, on-the-ground stunts and partnerships that speak to the competitive spirit of the sport and our core campaign message of getting the most out of life with Dos Equis as the catalyst.”
“We are beyond thrilled about continuing our brand work for Dos Equis with the launch of the College Football spots,” said Cam Levin, chief creative officer at Sid Lee USA. “We’re huge sports enthusiasts at Sid Lee and had a ton of fun finding those unique perspectives on the game, which is no mean feat. The quick-wittedness should get a laugh out of sports fans and non-sports fans alike, emphasising the playful nature of the main campaign idea, A Dos of XX.”
Dos Equis has also partnered with REVELxp and 60 colleges nationwide, as the group’s unique import beer for the 2021 season. This alliance combines with the new series of advertisements, FOX sponsorship, influencer marketing efforts, on-the-ground stunts, and longstanding college team partnerships including the University of Georgia, Ole Miss, USC, UCLA, and Texas A&M, to cement Dos Equis in football culture.
The campaign begins on August 30 with national television commercials and will cover social media, digital activations, retail, and out-of-home advertising throughout the northern hemisphere autumn.
Credits:
Agency: Sid Lee
Creative Directors: Juan Davila Morris & Fransisco Rojas
Associate Creative Directors: Nathan Carver & Joe Hagel
Copywriter: Victoria Bonhomme
Art Director: Greg Plater
Executive Producer: Marie-Christine Toupin
Producer: Rose Gauthier-Robitaille
Strategy Director: Elliott Altilia
Executive Client Partner: Melissa Spano
Account Director: Marco Muñoz
Account Supervisor: Sandy Covais
Project Manager: Nedda Saidian
Production Company: Interrogate
Director: Ric Cantor
Director of Photography: Colin Arndt
Managing Director & Founder: Jeff Miller
Executive Producer & Partner: George Meeker
Head of Production: Marieta Blaskova
Producer: Craig Repass
Editorial House: Arcade Edit
Editor: Laura Sanford
Assistant Editor: Paulo Miramontes
Senior Producer: Alexa Atkin
Online & Motion Design: TAG
General Manager of Creative Production: Mark Knowles
Post Producer: Dan Behnken
Colour Grading: Simon Boissoneaux
Music Production & Sound: Cult Nation
Executive Producer : Jason Brando
Music Manager : Sean Sable
Music Supervisor : Alexis Charpentier
Post Audio Project Managers: Shanel Simard & Alexandra Thibeault
Post Audio Mix & SFX : François Bélanger, Theo Porcet & Gino Visconti
Music Composers : Francis Duchesne, Sam Avant, Gaël Auclair, Tim Buron @ Urban Science
