Jacobson Rost/Chicago has just completed a new round of advertising for Leinenkugel's, that small but beloved beer brand based in Chippewa Falls, Wis. And the new work -- which includes TV for the first time in a long while -- is everything most beer advertising isn't: simple and honest and engaging and thankfully devoid of any whiff of frat house shtick.

Jacobson Rost chief creative officer Steve Simoncic shot the new ads on a tight budget on location in and around scenic Chippewa Falls. A couple of the Leinenkugel boys -- Jake and John -- are seen in the work talking up the virtues of running a brewery in a place where the daily commute is a glorious walk through the woods. Simoncic said he was aiming for TV work that is "positive and authentic," and he got it. Big time.