Keystone Light beer, the “Always Smooth” convenience store beer, is brought to the young adult male audience by Keith Stone, an easy going and confident personality who embodies the brand’s “Always Smooth” mantra. Two television commercials launched in April introduced the laid back easy talking character, played by Mitchell Jarvis, who smoothes over stressful situations involving women. In “Rescue”, Stone is asked by an elderly women in distress to rescue her “Kiki” who is stuck in a tree. In “Bride” Stone cuts short a distressed bride’s phonecall with his long beef jerky stick, letting her know everything’s going to be OK. Keith has a presence on Facebook, inviting people to add their photographs to his “30 pack”.
Click on the image below to play the Kiki video in YouTube (HD)
Click on the image below to play the Bride video in YouTube (HD)
Both TV spots aired during male-oriented programming on networks such as Comedy Central and FX, as well as on “Funny or Die”, supported with national radio, digital and out-of-home ads. As the official beer of the NASCAR Camping World Truck Series, Keystone Light aired TV commercials during each locally supported NASCAR race on Speed Channel and leveraged that network’s Hot Rod TV program to showcase a Keith Stone customized ad and a custom-built Keystone Light Camaro.
The Keith Stone campaign was developed at Saatchi & Saatchi New York by chief creative officer Gerry Graf, creative directors Ralph Watson and Dan Kelleher, art director Kristin Graham and copywriter Mitch Gage, executive producer Bruce Andreini.
Filming was shot by director Tom Kuntz via MJZ Los Angeles with director of photography Bryan Newman, line producer Scott Kaplan and executive producer Jeff Scruton. Editor was Gavin Cutler at Mackenzie Cutler, New York. Sound was designed by Sam Schaffer.