David LaChapelle Directs Dua Lipa In Truly Hard Seltzer Spot From Goodby Silverstein & Partners


Robert Goldrich
Wednesday, May. 19, 2021


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Truly Hard Seltzer is rolling out its “No One is Just One Flavor” campaign with global pop star Dua Lipa. Created by Goodby Silverstein & Partners, the campaign celebrates the unique flavors of Truly and the unique sides to each one of us, 

Directed by David LaChapelle via production house Superprime, this commercial starring Dua Lipa is set to debut on Saturday Night Live on May 22. Set to her platinum hit “Physical,” the spot shows Dua Lipa as more than a pop star. She’s bilingual, a dog mom, and a yoga enthusiast, for example. 

“In this rather polarized day and age, Truly has opted to openly celebrate the many sides of all of us. It’s a big, open-armed gesture of acceptance that is really needed right now,” said Jeff Goodby, co-chairman and partner of Goodby Silverstein & Partners.

The brand’s partnership with Dua Lipa stretches far beyond her appearance in the TV spot. She’ll be featured in social, digital, and out-of-home, as well as point-of-sale, where Truly drinkers will have a chance to win more than $1 million in concert prizes, including VIP experiences to meet the pop star and attend a performance this fall. The campaign will also include “Truly Inspired,” a 2021 summer content and livestream concert series produced by Live Nation featuring artists hand-picked by Dua Lipa.


Client Boston Beer Company, Truly Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Hanna Wittmark, Kate Baynham, creative directors; Nando Sperb, art director; Gustav Johansson, Clemens Zlami, copywriters; Tana Cieciora, designer; Leila Gage, Margarete Brett-Kearns, co-directors of production; Matt Flaker, executive broadcast producer; Molly Troy, sr. broadcast producer; Joni Wittrup, sr. producer; Jackie Kelly, associate producer;  Stephanie Bousquet, brand strategy director; Ida Persson, sr. brand strategist; Victoria Barbatelli, communication strategy director. Production Superprime David LaChapelle, director; Roman Vasyanov, DP; Michelle Ross, managing director; Rebecca Skinner, managing director/EP; Charlotte Woodhead, exec producer; Matt Sanders, head of production; Carr Donald, line producer, UPM; Alina Stevens, production supervisor; Jessica Tomson, assistant production supervisor. Editorial Work Editorial Nick Rondeau, editor; Oliver Hecks, assistant editor; Jane Dilworth, founding partner; Brandee Probasco, head of production; Marlo Baird, exec producer; Jamie Lynn Peritt, sr. producer. Audio Post Mix/Sound Design Lime Studios Joel Waters, mixer; Collin Thomas, audio assistant; Susie Boyajan, exec producer; Kayla Phungglan, sr. producer; Sam Sotomura, producer. VFX Mathematic Jason Bartnett, exec producer; Natia Sopromadze, producer; Fred Venet, creative director, 2D lead artist; David Parker, shoot supervisor; Emeric Samir, VFX supervisor, 3D lead artist & Nuke; Berika Lobzhanidze, 3D artist; Julien Michel, 2D artist; Ruben Sellem, Fred Venet, Jules Bourdain, Chole Hamon, Jong-Ha Kim, Anna Bolshakova, Merve Noksan, 2D animation; Nahuel Bardi, Sandro Rybak, Henri Recule, illustrators; Marcos Chin, Dua design; Cedric Blondelle, Nuke; Fabien Coupez, Michael Bianchi, Samuel Roux, Flame & beauty; Romain Beltran, VFX editor. Telecine Company 3 Dave Hussey, colorist; James Harmon, color assist; Mario Castro, color producer.

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