Harry "The Hoof" Henderson

CHALLENGE
Pinhook wanted to step away from the standard whiskey advertisement and create something bold and different that would resonate with their audience in an unexpected way. They needed an ad that reflected their brand’s playful and unconventional nature, showcasing that they don’t take themselves too seriously. Highball proposed the idea of incorporating Hobby Horsing, a quirky and fast-growing trend, into the ad campaign. The Pinhook marketing team, led by Alex Bausch, embraced the concept, suggesting a mockumentary format to play up the humor. From there, our agency took the lead in bringing this vision to life.

SOLUTION
To ensure the ad was both compelling and humorous, our team dove into extensive research on the Hobby Horsing phenomenon and successful mockumentaries. This informed our strategy for how the video would be structured. We developed an initial script that laid out the key scenes and comedic beats, before bringing in a comedy scriptwriter to refine and enhance the copy for maximum impact. Our in-house production team then storyboarded, produced, directed, and filmed the commercial. In post-production, we crafted various versions of the ad, including an extended cut, as well as 90-second, 60-second, and 30-second versions to suit different platforms such as social media and digital ads.

RESULTS
The campaign has been a resounding success so far. The main video has garnered over 40,000 views across social media platforms, and the accompanying blog post on Pinhook's website has driven a significant uptick in web traffic. The combination of the video and blog content has reinforced Pinhook's message of doing things differently and has engaged both existing fans and new audiences. Furthermore, as paid ads are rolled out in the coming weeks, we expect the video’s reach and impressions to continue growing, driving even more traffic and engagement for Pinhook.

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