Jai Alai
Jai Alai (pronounced hi-lie) is the best beer you probably can't pronounce. For this project, I helped concept, write and produce two ads as part of the beer brand's first major Southeast campaign.
Production Company
Farmore
Client
Cigar City Brewing
Role
Creative Director, Script
Process
What she said
Let's face it, Jai Alai isn't exactly the easiest name to pronounce. For this campaign, we wanted to lean into this idea. How does someone who's never seen the beer before pronounce it? How bad would they butcher the name? How ridiculous would they feel when they found out the right way to say it? These are very relatable and realistic themes we wanted to explore.
The creative for this campaign is memorable, and most importantly, relatable. The ad presents the beer as an enticing alternative to the typical choices, and it does so in a clever way. It doesn't shy away from being a beer ad, it embraces it.
