Ethel's Brew: Sugar

Advertising Agency: DDB Worldwide / DDB NY, USA
Global Chief Creative Officer: Amir Kassaei
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Digital Executive Creative Director: Joe Cianciotto
Associate Creative Director / Art Director: Carlos Wigle
Associate Creative Director / Copywriter: Aron Fried
Copywriter: Katie Riddle
Senior Art Director: Shawna Laken
Digital Art Directors: Megan Sheehan, Charlon De Graav, Rachell Newell
Digital Copywriter: Frank Cartagena
Digital Art Directors: Sam Shepherd, Patrick Jones
Digital Copywriters: Step Schultz, Luke Carmody
Designer: Juan-Carlos Pagan
Head of Broadcast Production: Ed Zazzera
Producer: Katy Fuoco
Account Supervisor: Heather Olson
Director Of Digital Production: Paul Sundue
Digital Senior Producer: Carly Ferguson
Digital Producer: Andy Tarradath
Digital Account Coordinator: Hawley Tremblay
Director of Print Production: Leslie Silver
Print Producer: Kim Oetting
Senior Project Manager: Andy Wong

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Temple's picture
9621 pencils

I don't really see a polarizing "love it or hate it" effect in this campaign. I'm afraid it's more or of a "hate it or hate it even more" effect.

Nike Diesel's picture
Nike Diesel
13339 pencils

I, personally, find the whole coming-from-planet-trying-too-hard-campaign as lame and tedious, plus the entertainment level is super low.
And this kitschy rich style and mood falls flat and against it's own purpose.

miko1aj's picture
3097 pencils

yep. agree.
it's creative for creative purposes only and it fails to entertain completely.
Great brands can be strange for some reason but it is always whole realm of philosophy, characters and moods.
Here we have elements of that. Glued with no bigger idea.

kleenex's picture
26978 pencils

Is that beer even drinkable after all that extra stuff was put in it???

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