Mike’s Hard Seltzer has teamed with creative network FCB to launch a new tagline and advertising campaign, ‘Refreshingly Obvious’, designed to establish the brand and differentiate this new product in the UK.The campaign was created by FCB New York in collaboration with FCB Inferno. The films are directed by Mike Bernstein, whose impressive portfolio ranges parody through comedy and includes work for the likes of Saturday Night Live, Funny or Die, and Comedy Central, to name a few. The agency specifically sought a director who would align with the brand’s ethos of keeping it real, having fun, and not trying too hard, and Mike’s style, sense of humour, and directorial vision aligned perfectly with these values.CreditsAB INBEVThiago Zanettini, Global VP Beyond BeerCaitlin Partridge, Global Marketing Director Mike’sAdrien Mahieu, VP Beyond Beer EuropeAina Fuller, Marketing Director Beyond Beer EuropeMarie Fukuura, General Manager Mike’s UKAlexandre Wellens, Marketing Manager Mike’s UKFCB New YorkGabriel Schmitt, Co-Chief Creative OfficerMichael Aimette, Co-Chief Creative OfficerSamira Ansari, Executive Creative DirectorScott Kaplan, Executive Creative DirectorLaszlo Szloboda, Creative Director – CopyDan Grech, Creative Director – ArtLara Polovina, Senior Art DirectorChloe Bayhack, CopywriterTodd Sussman, Chief Strategy OfficerJames Friedman, Director Strategic PlanningJamie Rutherford, Strategic Planning DirectorEmma Armstrong, PresidentAmy Elkins, SVP, Group Account DirectorPamela Natale, Account DirectorLaura Traflet, Account SupervisorLogan Butler, Account ExecutiveJoanna Groom, Senior Project ManagerAdam Isidore, Director of Integrated ProductionBrian Schierman, ProducerPim Leeuwenkamp, ProducerJanice Katz, Director of Business AffairsJanet Merone, Senior Production Talent ManagerFCB InfernoKaty Wright, Managing DirectorOwen Lee, Chief Creative OfficerJack Steer, Account DirectorNaomi Hallam, Account ManagerSam Zamani, Integrated StrategistSarah Lefkowith, Senior CreativeAldie Pretorius, Senior CreativeSarni Strachan, Co-Design LeadRussell Mallows, ProducerSabrina May, ProducerProduction Company: AlpenMike Bernstein, DirectorChristian Heuer, Executive ProducerWilliam Orozco-Cubbon, ProducerChristine Park, Production ManagerJoseph Kim, Production CoordinatorMusic provided by JSM MusicJoel Simon, CEO/CCO/Co-ComposerJeff Fiorello, VP/Executive ProducerAndrew Ybanez, Co-ComposerGregory Jenkins, Co-ComposerNorm Felker, ProducerAndrew Manning, ProducerSharon Cha, ProducerPost-Production Company: Secret GuyBill Cramer, EditorMatthew Rosenblum, ColoristGraham Holly, Flame ArtistSound provided by: Lord + ThomasCelena Mossell, Executive ProducerAlex Bartczak, Senior ProducerBatsi Zesaguli, Audio Engineer