Samuel Adams "Your Cousin from Boston" with Horses

Samuel Adams (as in the beer brand) has been running a campaign called “Your Cousin from Boston” for quite some time. It’s an irreverent take on family and friend dynamics that can only be understood by watching a spot:

With the Super Bowl coming up, it looks like the brand was looking to poke a little fun at a competitor … Budweiser … with a campaign spot using horses:

Timely given how the Budweiser Clydesdales have become a Super Bowl fixture. Really timely right this minute since Budweiser just recently announced that it won’t be running a spot in the game this year. I’m not sure that Samuel Adams could have possibly known that when this new spot was shot, but boy timing is pretty coincidental. But then again, stranger things have happened during this pandemic.

Wonder if Samuel Adams will run the spot during the game or if this was meant to be pre-game fun?!? We shall see!

Most are seeing the humor of the campaign come shining through yet others don’t really like the poke against the Clydesdales. The success of marketing is in the eyes of the beholder! And the sales of the consumer.

What do you think? Funny? Appropriate? Timely?

What’s your experience? JIM