Hasta La Creative!

Mekanism has a new digital campaign for Jim Beam’s cinnamon-infused Kentucky Fire, entitled “#FiredUp.”

Made up of 15-second spots, Mekanism employs tongue-in-cheek humor to help introduce the new product with advice on how to enjoy it. In “The Slow Burn” for example, step one for “How to get #FiredUp” is to prepare your palette. Step two is to “take it slow,” as the spot shows a group of friends bringing a shot of Kentucky Fire to their mouths in slow motion. “The Kentucky Standard” makes things even simpler ( Step One: Order a round of Kentucky Fire; Step Two: Drink it), while “The Kentucky Tycoon” takes generosity to the next level. The ads will run on Jim Beam’s social channels, and “various online, mobile, social and experiential channels such as ESPN, AOL, Kargo, Viacom, and NBCUniversal” through early November. (more…)

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