Hard Seltzer Draws The Buzz It Needs From Its Newest Models, Fruit Flies

Boston Beer Company’s seltzer line, Truly Hard Seltzer, is getting firsthand feedback from some of its most high-flying fans in its latest advertisement.

Unlike some food commercials that might have bug zappers behind the scenes to keep pesky little flies away from sets, Truly is welcoming fruit flies as VIP guests. After all, who better to endorse and attest to the fact that the beverage is made with real fruit juice?

The campaign’s 15-second spot, prints, and behind-the-scenes cut were all spearheaded by advertising firm Goodby, Silverstein & Partners, which stated that the insects were released into the drink and captured with a microscopic lens. 

This truly unorthodox method of shooting a spot does get its point across as the results show a group of flies eagerly sucking the nectar from the seltzer.

A professional fruit fly wrangler, Tyler DeTrude, was invited down to help and corroborate Truly’s claims. According to DeTrude, fruit flies, as their name implies, only consume fruit and are thus attracted to the refreshments because they contain real nectar.

Though it may seem a little odd to be advertising a drink that actively invites insects to consume it, points do have to go towards creativity as the brand hired what may be the best spokescreatures for the seltzer to prove its authenticity.

[via Ad Age and Truly Hard Seltzer, PR Newswire, cover image via Truly Hard Seltzer]