Cutwater Spirits Super Bowl ad 2022
TV Commercial Review
Heart or Humor
Cutwater Spirits unveiled its first-ever national commercial airing during the Big Game on Sunday, February 13. In Cutwater’s breakthrough spot, “Here’s to the Lazy Ones,” the brand redefines “lazy” as ingenious, because the ones who make the most of their time are the ones who are ahead of it.
With 30 and 60-second spots inspired by Apple’s “Here’s to the crazy ones” ad, the Cutwater spot celebrates the everyday ingenuity of those who work smarter, not harder, and enjoy the convenience of bar-quality cocktails in a can. Cutwater’s commercial features several comedic vignettes highlighting smart life hacks including the use of a massage gun to tenderize meat, walking your dog on a treadmill during a rainstorm, using a blowtorch to melt snow, and more. Each vignette lightheartedly spotlights innovators who save time while still getting the most out of life with their favorite Cutwater canned cocktails.
“We’ve never taken ourselves too seriously and that sentiment carries through in our first national Big Game commercial as we celebrate the ingenuity of working smarter, not harder,” says Cutwater Co-Founder and Master Distiller, Yuseff Cherney. “Since day one, we have been committed to using our own real spirits to make the best bar-quality cocktails available in a can so folks can spend more time doing the things they love!”.
The creative concept developed and executed by AKQA and directed by award-winning director Tom Kuntz, the spot will run in black and white featuring Cutwater’s canned cocktails as the only pops of color.
As pioneers of the canned cocktail category, Cutwater is best known for its lineup of over 20 canned cocktail classics, made from its acclaimed portfolio of distilled spirits spanning nearly every category. Ingenuity struck co-founder and master distiller Yuseff Cherney in 2017 when he merged his brewer background and familiarity with the canned format with his award-winning spirits and mixers to create great-tasting canned cocktails he could take anywhere.
“The ready-to-drink spirits category has grown nearly triple digits over the past year and Cutwater Spirits is poised to lead category growth as more consumers discover the convenience of Cutwater’s bar-quality canned cocktails,” says Fabricio Zonzini, President, Beyond Beer. “Cutwater’s Big Game spot will continue to accelerate awareness for this incredible brand as we focus on expanding Cutwater’s footprint across the nation.”