Smooth Entry for Stone

April 14, 2010 |
Coverage of Keystone Light’s new advertising campaign introducing Keith Stone

AdFreak: Keystone Light has a new spokesman, and his name is Keith Stone. Unlike some men, who are interesting, Keith Stone is just an average guy with a below-average haircut balanced out by above-average “smoothness.” In new spots from Saatchi & Saatchi in New York, Keith maintains his everyman appeal despite his massive smoothness. I have to admit, there’s something special about Keith. He has a certain je ne sais quoi. Let’s just call it smove.

Where’s My Jetpack: Keystone gives us a hero for a younger crowd. The director told the actor, “Need you to be Jack Black, with that over-the-top, deadpan confidence, smarmy and funny all at once,” and the guy executed the role well. Many great moments in this :30, from, “Hold my stones,” to the revelation of what it is he’s rescuing from the tree. The guy even wears a Member’s OnlyTM style jacket.

News Spider: Attention beer drinkers: You’ll be seeing a lot of stage vet Mitchell Jarvis in the coming months. The Broadway player has spun his absurd Jack Black-style narrator from current breakout show Rock of Ages into an equally outrageous commercial gig as Keystone Light’s new spokescharacter, Keith Stone. Jarvis’ bro-tastic, white-trash Stone is already being aired in one popular commercial spot, with a second to be released shortly. Clearly, this is a gig Jarvis can raise a glass to.

Keith Stone on Facebook.com

Credits:

Chief Creative Officer: Gerry Graf
Creative Director: Ralph Watson
Creative Director: Dan Kelleher
Executive Producer: Bruce Andreini
Art Director: Kristin Graham
Copywriter: Mitch Gage

Production Company: MJZ, Inc., Los Angeles, CA
Director: Tom Kuntz
Director of Photography: Bryan Newman
Executive Producer: Jeff Scruton
Line Producer: Scott Kaplan

Editing House: Mackenzie Cutler, NY
Editor: Gavin Cutler

Sound Design: Sam Schaffer

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