Frathouse beer maker and NASCAR Camping World Truck Series sponsor Keystone Light has launched a series of tongue-in-cheek online videos starring spokesperson Keith Stone, the personification the campaign’s tagline “always smooth.”
Inspired by the popular 30 second TV spots which debuted nationally back in April, videos from the Always Smooth series have been popping up on YouTube, Funny Or Die, and the Keystone Light Facebook page.
The irritatingly charming Keith Stone, who possesses an uncanny resemblance to the tuberculosis-ridden Val Kilmer at the end of Tombstone, exudes a winning everyman likeability that ad agency Saatchi & Saatchi is banking on for the brand who markets itself as the “top share grower in the convenience store channel.” These folks do have a sense of humor about themselves.
Like Keith Stone himself, the Always Smooth campaign is unapologetically honest about itself; there are no Hemingway look-alikes shooting pool with Turkish generals in parlor rooms lined with leather-bound books—Keith Stone drives a custom-built Keystone Light Camaro featured on the Speed Channel’s Hot Rod TV.
“Keystone Light is a hot brand for beer drinkers looking for value in today’s economy,” said Elina Maniec, Keystone Brand Manager. “By bringing Always Smooth to life with an irreverently good-humored character like Keith Stone, we’ll increase our presence and relevance with those legal-drinking-age consumers who like to kick back with a smooth beer and good buddies.”