Minute Maid Spiked put a flavorful spin on responsible drinking this past Fourth of July, teaming with Action Bronson for a new spot that encourages people to slow down and savor the moment.
The campaign film, “Sip Slow,” is part of the brand’s larger Duality Campaign and features Bronson bringing his unmistakable love of food, flavor, and culture to a simple idea: the best things in life are not meant to be rushed.
In the spot, created by Gertrude, the Albanian-American rapper, chef, television host, and best-selling author makes “sip slow” feel more like a culinary philosophy than a cautionary label. It is a smart lane for the brand, especially around a holiday built on grilling, gathering, and, let’s be honest, somebody’s uncle getting way too confident around fireworks. Watch below:
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Instead of leaning on traditional “drink responsibly” messaging, the spot reframes moderation through Bronson’s point of view. If people take their time with a great meal, a backyard cookout, or good company, the thinking goes, they should do the same with what they drink.
Launching ahead of July 4, one of the biggest backyard celebration moments of the summer, the campaign positions responsible drinking less as a rule and more as a lifestyle. The message is about enjoying the occasion without racing through it.
CREDITS:
BRAND: Minute Maid Spiked
AGENCY: GERTRUDE, INC.
- Chief Creative Officer: Otis D. Gibson
- President: Heather Knapp
- Executive Creative Directors: Gary Fox-Robertson, Juan Perez
- Creative Lead: Justin Kamstra
- Project Manager: Lyndsey Middendorf
- Designers: Thais Centeno, Graeme Coté, Carlos Sanchez
- Executive Producer: Matt Boline
- Producer: Terri Lynn Martin
PRODUCTION COMPANY: Gravy Films
- Director: Cameron Harris
- Executive Producer: Brent Stoller
- Producer: Ally Gnesin
- Line Producer: Taylor Bro
- Director of Photography: Corey Walter
- Art Director: Steve Erdberg
- Wardrobe: Jason Alper
- SFX: Barney Burman
- Hair and Makeup: Tracy Berg
EDIT: What’s For Lunch Media
- Editor: Keith Kristinat
- Executive Producer: Teresa Kristinat
POST / VFX: What’s For Lunch Media
Motion Designer: Casey Schommer
COLOR: Royal Muster
Colorist: Roslyn Di Sisto
VFX: Rodeo FX
- Head of Studio: Bradley Parker
- Creative Director: Robert Moggach
- Executive Producer: Georgina Brockhurst
- Producers: Andrew Gilson, Martin O’Brien
- Post Production: Cameron Smith
- Coordinators: Alycia Macina, Jackie Todd
- Post Production Assistant: Susana Vasquez Alzate
- Compositing: Peter Timberlake
- AI: Joseph Ankrah, Mitchell Beaton, Onur Yol
MUSIC/SOUND: Red Mill Music & Sound
- Composer: Yonit Spiegelman
- Sound Designer: Mark Scearce
