Cutwater Spirits celebrates the pioneers who make the most of their time
From overwhelming schedules to long to-do lists, the moment to sit, relax or just be a touch lazy seems like a thirst that longs to be quenched. For some, that ability to find the shortcut or take the easy road just comes naturally. While some might call it lazy, Cutwater Spirits thinks it might be genius. In this year’s Super Bowl commercial, the canned cocktail company toasts the ingenuity of those do-nothing pioneers.
In the brand’s first ever Super Bowl commercial, the canned cocktail company looks to redefine lazy. Could that lack of effort really be genius in the making? Quite frankly, finding the easy way out might be the best solution yet.
As Cutwater founder and master distiller Yuseff Cherney said, “we celebrate the ingenuity of working smarter, not harder.” That concept is clear in the commercial. While there might be some people wondering about the sanitization of using a massage gun to tenderize meat or the safety of using the flame thrower to melt snow, there is something to be said about thinking outside of the box.
At the same time, many of the ideas put common objects to good use. Why not use that skateboard as a delivery system. Who hasn’t wanted to use that robot vacuum for other purposes? Both options are betting than asking your significant other to deliver you another beverage. No one wants that eye roll.
While the humor in this commercial will have people talking about all the other “lazy” moments in their lives, it brings up a hot food topic. Negative descriptors and connotations are being eliminated from the food conversation. That desire to have an easy cocktail shouldn’t come with a side of penance. Isn’t it time to enjoy the simplicity of life and celebrate the willingness to just be?
Since Cutwater is the brand that started the canned cocktail trend, it appreciates that simplicity doesn’t have to have a negative connotation. The shortcut to enjoying a great cocktail, like pouring one straight from a can, shouldn’t come with an apology.
Even as everyone has a good laugh with this Super Bowl commercial, the real message is a simple one. In the words of Bill Waterson, “Genius is never understood in its own time.” Maybe the key to greatness is to appreciate those who work smarter, not harder.