ABC Fine Wine and Spirits is very popular in Florida. With 127 stores, they sell a lot of products…like a lot of booze. For ABC, their goal is to always entertain and be on the forefront of shoppers minds when they are in consideration of shopping for any type of alcohol. We aimed for a campaign that would be fun to watch, memorable, and with a uniquely branded tagline that can be used for this campaign as well as future spots.
Always Be Celebrating is an acronym that ABC adopted. But does always really mean always? Maybe not the best idea to celebrate the misfortune of others in front of them. We found the idea of celebrating things at inappropriate times very funny. It also gave us room to make the campaign a recurring one if it was successful and popular. Parents celebrating their daughter breaking up with a boyfriend and an actor understudy celebrating getting their big break from the lead actor’s injury. Many other ideas are in the backlog and ready to be produced. “Some things shouldn’t be celebrated publicly. For everything else, there’s ABC.”
A two day shoot allowing us to really focus on making each of these as clear and funny as possible. A popular LA restaurant during pre business hours and then a black box theater both served as the perfect locations for us to tell the stories. The celebration reveals both needed to be unexpected for the audience which was a joy to work on with the actors.
