Three decades ago rock band Queen turned up for a spectacular show at the Live Aid. To honor this iconic performance and the incredible event that happened 34 years ago, many countries celebrate the International Day of Rock’N’Roll on July 13th. A day that’s indeed honored as it should be, all over the world. But in Brazil, this day is celebrated in a manner that no one would probably imagine. Budweiser, the beer that has always stimulated the production of independent music, thought that this is a great opportunity to promote its ‘hoppy’ product while also applauding rock bands that have been born in 2019.

So, the beer brand joined forces with creative agency Africa and launched #RockIsAlive, a campaign that mocks a famous statement made by Gene Simmons, the legendary Kiss bassist. In case you didn’t know, in 2014, the singer made a statement that infuriated the whole rock world. He proclaimed that Rock ‘n’ Roll is dead. But is it really? Now, Budweiser wants to prove him wrong!

Five years later, the beer producer invited Andreas Kisser, another legendary rock star and Sepultura’s band guitarist, to demonstrate to the world that #RockIsAlive, still. To prove it’s them who’s right, they released a short campaign film where Andreas leads new rock bands from the Brazilian independent scene into a funeral Rock’ n’ Roll march that makes fun of Gene’s statement.

The ‘rocking out’ takes place in a church-like setting, where a depiction of death walks towards the altar. There, the death itself is confronted by Andreas, who picks up his guitar and enters a stage where he plays a heavy metal funeral march. Then, a series of new rock bands pop up and the song bursts in an explosive rock opera. Only then, they all prove that #RockIsAlive and will keep being so.

It seems that Budweiser has found a unique way to celebrate the International Rock’N’Roll day. Aside from asking rock singer to lead the amazing concert, the beer brand has committed itself to record upcoming Rock’ n’ Roll bands in its own studio in Brazil, called B-Side, to help keep the good old genre alive. Yes, this is how you prove that Rock’s not dead. And it will never be dead!

ROCK ON!

Credits:

Agency: Africa

Client: Ambev

Product: Budweiser

CCO: Sergio Gordilho
ECD: Matias Menendez
Creative team: Rodrigo Barbosa / Fernando Marar / Alexandre Giampaoli / Andriws Vilela
Client Services: Carol Boccia / Heloisa Pupim / Francine Pellacani / Vinicius Lopes / Rafael Mattos
Media: Antonio Arbex / Bruna Morano / Leonardo Araujo / Fabio Vannucci
Planning: Rodrigo Maroni / Jose Lucas de Paula / Daniela Ferrari
Digital Strategy: Sabrina Teixeira
Agency Producers: Rodrigo Ferrari / Tais Olhiara / Ian Inglez

Production Company: YOURMAMA
Director: Cassu
Executive Producers: Mayra Faour Auad / Andre Pinho / Fernando Carvalho
Coordinator: Joao da Terra
D.O.P.: Mauricio Padilha
Production Art Director: Ana Henriques
Production Director: Latino Melo
Production Client Services: Patricia Caldas / Manoella Coelho da Fonseca / Roberta Noc
Director Assistant: Bianca Bennecke
Costume Designer: Guga Saraiva
Make up: Aline Matias
Post-production Coordinator: Vivi Torre
Post-production Client Services: Malaika Cipriano
Post-production: Warriors VFX
Editing: Akira
Post-producer: Cris Arbex
Research: Yuri Gurilinha
Color Grading: Marla Colour Grading

Sound Design: Satelite Audio
Musical Directors:  Roberto Coelho / Kito Siqueira / Daniel Iasbeck
Sound Production: Satelite Team
Sound Client Services: Renata Costa / Nicole Bonnet
Sound Post-production: Satelite Team
Client approval: Ricardo Dias / Bruna Buas / Alice Alcantara / Mariana Bier