Irish Budweiser ad campaign shot from Metra, CTA shows Chicago to a Beatles soundtrack

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There's nothing like an inbound CTA/Metra ride to make one think of drinking - at least that's what Budweiser is banking on in a new video ad spot.

The twist? It's a spot running in the United Kingdom and Ireland as part of a campaign for the beer's licensed brewer, Diageo Ireland.

Set to the tune of the Beatles' "All Together Now," the spot almost makes you forget you're watching an ad - and almost makes the schlep downtown something to look forward to for the work-a-day drones stuck on the various "L" and Metra lines used in the piece.

Sliding by scenes both famous and simply familiar, it's not the usual glamour shoot you'd see from a Chicago-shot ad campaign, but rather an insider's view to the city. There's the usual skyscraper footage and the like, but no ballparks. No lakeshore. No Michigan Avenue.

Irish blogger Darragh Doyle touched on some of the Chicago-centric aspects of the ad in a post in July. Here's what Doyle had on the city - and its people - as star:

Written by Dave Henderson and Richard Denney, and shot by award winning Director Chris Palmer, it was shot over 5 days from an actual train on the metro-rail as it tracked around the city of Chicago.

All in all, the film and crew were on the train for 50 hrs over a 5 day period in temperatures that were often below freezing. All of the actors were outside for up to 10 hrs a day in the freezing temperatures, often in costumes that provided little warmth. As such there was almost an entire crew of people dedicated to keeping the actors warm with blankets, thermoses and portable heaters.

The people of Chicago were brilliant as well and invited actors into their homes and offered them some respite from the bitter weather during shoot down time glorious stuff.

The band playing the Beatles cover is The Hours, a London-based duo.

The work for the "Lyrics" was written and conceived by DDB London and during a blogger release party for the spot, DDB's Matt Delahunty tells krishnade.com what it took to get the add off the ground - a 17-month process. It's an interesting look behind the scenes:

Delahunty talks about not only the technical challenges of getting the shoot timed perfectly, but his surprise at the freezing Chicago weather that surprised him on his first trip to the States.

You can find much more on the making of the video - behind the scenes and concept work, as well as upload your own video clips - here, though you'll need to be 21 - or at least tell the site you are - to get through the age wall. Some very cool insights to be found.

In the end it is just an ad campaign for a mediocre beer, but any Chicagoan can appreciate the glimpses into our city. And anybody who appreciates the creative process will find the explanations behind the work a treat for sure.

Hat tip to the Windy Citizen for finding this Chicago gem. Stop by and give it a vote up if you're so inclined.

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2 Comments

What part of this is from the Metra? As best I can tell, it's filmed entirely from the Brown and Pink Lines.

Well, the production company never got back to us on which line/lines they used - they actually say it was just one line, which it clearly isn't. A Metra rider here thought they recognized a vantage point, but you could be right. If we hear back from DDB London, we'll clarify.

-C

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    This page contains a single entry by Craig Newman published on August 25, 2009 11:33 AM.

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