Spoetzl Brewery in Shiner, Texas, the proud creators of the beloved Shiner Bock Beer, have launched their latest campaign, "It's a Texas Thing," with a star-studded TV ad featuring native Texan actor Jesse Plemons. The ad debuted during the Oscars on March 10th, and the 30-second spot aims to introduce the refreshed Shiner Bock packaging and reaffirm its position as the ultimate craft beer in Texas.
Teaming up with the renowned creative agency Bakery and acclaimed director Alfonso Gomez-Rejon, Shiner spared no effort in bringing the essence of Texas to life in the commercial. Plemons, known for his Texan roots, embodies a mysterious figure in a bar, sharing tales of Texas culture and Shiner's rich heritage, all while reinforcing the campaign's tagline, "It's a Texas Thing."
“For more than 100 years, Shiner has been the beer of Texas,” said Micky Ogando, Founder and Chief Creative Officer at Bakery. “It’s Willy Nelson. It’s Janis Joplin. It’s at every tailgate, house party and concert. It’s part of the state’s DNA. Knowing that new Texans tend to gravitate to Shiner after hearing about it from long-time Texans, this campaign is designed to mimic that experience, and Jesse is the perfect voice for that message.”
