Hasta La Creative!

On this year’s spot, Mr. Sarosi’s “paranoia” extended as far as the wardrobe of the tertiary characters and the animals’ expressions. “We had so many brilliantly trained puppies and shot a bunch of reaction shots –like one where they’d put their head down on the ground with paws on their snouts — but things like that were taking it too far,” he said.

Mr. Dantonio described Mr. Sarosi as the “idea guy” who throws out ideas a mile a minute. Before advertising, Mr. Sarosi had a career in design and architecture, working with respected names like Rafael Vinoly and David Rockwell, and even took time to start his own restaurant in NYC’s Chelsea Market –Ronnybrook Caf — a bricks-and-mortar spinoff of the artisanal dairy brand. Mr. Dantonio, on the other hand, is the one who gives practical shape to the ideas, a skill he honed during previous gigs as a journalist in Nashville and writing digital ads for former presidential candidate Herman Caine. “While I don’t align with his political views, he did pay me a lot of money, which comes in handy when you’re homeless and jobless in New York City,” he said.

The two don’t always work as a team and are “involved in as many brands you see under the Anomaly banner.” But A-B continues to occupy a big chunk of their creative energy. The duo also created the Super Bowl social media effort that let a pup loose on a giant keyboard to post for Budweiser on Twitter and Facebook to help tease the spot in the run-up to the game. Earlier this month, they launched a cinematic baseball-themed ad for Budweiser that showed the brand’s place in the sport’s history and helped relaunch Bud Light in Canada with an integrated effort involving an unusual phone that brings fun and good times to a small town, depending on what’s trending there.

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