The 'Funky the Ordinary' ad is airing in Florida through Super Sunday to back the rollout of Premium Hard Seltzer in 9 states
A national Super Bowl spot was a bit beyond the reach for Florida’s Funky Buddha Brewery to promote its Premium Hard Seltzer, but the combination of a regional spot airing in its home state and a nationally available Snapchat augmented reality lens will do just fine.
Funky Buddha kicked off its “Funky the Ordinary” campaign this week with a 30-second spot in Florida, and the brewery hopes the addition of the Snapchat lens to its arsenal will help spread the word about the rollout of its Premium Hard Seltzer in eight additional states in March, as well as Washington, D.C.: Alabama, Georgia, Maryland, North Carolina, South Carolina, Tennessee, Virginia and West Virginia.
The spot will air in Florida during the Big Game Sunday, and an activation featuring social media influencers interacting with the lens will be featured on the brewery’s social channels.
The Community, an accredited Snapchat Creative Lens Partner, is the agency behind “Funky the Ordinary,” and it said the campaign is designed to show how drinking Funky Buddha Premium Hard Seltzer brings out the unique, funky side we all possess.
The Snapchat AR lens was created using customized 3D assets mapped to a face mesh to capture a range of people’s looks via the application’s AR technology, and Snapchatters nationwide can join the “funktastic funkiverse,” complete with voice augmentation to add an additional layer of fun.
Funky Buddha brand director John Linn said in a statement, “’Funky the Ordinary’ is a breakthrough campaign that will help introduce Funky Buddha Premium Hard Seltzer during this must-watch event. We’re proud to have worked with The Community on this project and excited to build momentum behind our unique seltzer as we expand into the Southeast.”
The Community vice president of creative tech and innovation Chris Neff added, “Utilizing Snapchat’s AR technology to extend a regional spot that airs during the Super Bowl to a national audience is a unique way to cut through the conversation. When we couple traditional storytelling with interactive engagement and spectacle, we can multiply the range and reception of our audience, making Snapchat the perfect amplifier. What we have developed for Funky Buddha pushes the boundaries of technical limits within face detection, yet the resulting experience is as simple as it is funky.”
And The Community executive creative director and creative vp Ricky Vior said, “Funky Buddha encourages all of us to be what we deeply want—ourselves – Unique and funky, inside and out. This campaign embraces the boldness and originality of the brand through the perspective of individuals. ’Funky the Ordinary’ amplifies current cultural trends while creating a dialogue and feeling all its own. Be bold. Be unique. Be funky.”
The lens is available here.
