You remember Sully. He was the odd talking sheep in last year's brilliant "Stan" commercial for Corona Light, from director Mike Mills and ad agency Goodby, Silverstein & Partners. Well, it appears Sully's brief taste of fame went to his woolly head—because now he's bleated his way into a starring role in this year's Corona Light campaign. Four new :15s directed by Larry Charles (Seinfeld, Entourage, Curb Your Enthusiasm) went live online Monday, and will reach broadcast on April 15. The theme is, "Ditch the herd," and in the first spot, Sully does just that—rising up from the pack, suddenly bipedal, and giving his buddies a quick "Adios!" as he scoots away. In three other spots, Sully learns the fine arts of sports watching, hunting and guitar playing, only one of which really goes well. The ads are amusingly absurd, more lowbrow than last year's artfully designed work but still fun. Sully, of course, is also on Twitter.
"After the sheep garnered considerable attention on YouTube, we thought it would be funny, to spin the sheep out, and follow him as he started to do things differently. Thus this symbol of sameness became the face of change," says Goodby creative director Adam Reeves. Adds Jim Sabia, CMO at Crown Imports: "We have found that Corona Light's target consumer—the 21- to 29-year-old college-educated beer drinker—is craving to switch things up with a light beer that's different from the same old same old. The sheep's ability to serve as a spokesperson for what Corona Light stands for really got us excited about this campaign."
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.