Kona Brewing Company plays on its Hawaiian origins and pokes fun at the digital habits of screen-obsessed mainlanders in a series of humorous new spots.
The ads, by Duncan Channon, feature the Kona brothers, who discuss viral videos (seen here), mobile apps and reality TV without a flicker of interest while chilling out with their beer bottles by the beach and strumming a ukelele.
The ads are running on Facebook and Instagram, while Kona is also releasing another set of videos that feature the brothers' responses to fictional letters from mainlanders asking advice on life situations, such as a boss labeling every email urgent.
It's a simple, yet smart, campaign that'll have you take a step back from your screen obsession and yearn for a simpler life, even if just for a moment.
"The Kona brand is all about encouraging people to slow down, breathe and connect with what matters -- family, friends, nature, experiences," said Anne Elisco-Lemme, executive creative director at Duncan Channon. "In the new creative, the brothers' tongue-in-cheek banter about pop culture content that keeps us chained to our screens reminds us that we sometimes need to put down the phone, turn off the TV or close that YouTube video to get out and enjoy life."