DGA nominates The Sweet Shop’s Steve Ayson for Outstanding Directorial Achievement in TVC award for Carlton Draught ‘Beer Chase’ viral hit
The DGA (Directors Guild of America) has named The Sweet Shop’s Steve Ayson as a nominee for the Outstanding Directorial Achievement in Commercials award for his work on the viral hit “Beer Chase” for Carlton Draught, via Clemenger BBDO Melbourne, as well as “Let Me Go” for the Cosmopolitan Hotel of Las Vegas, both of which were produced by The Sweet Shop.
“Beer Chase”, the hilarious, beer-fuelled take on the classic Hollywood cops and robbers chase sequence, was heralded as an instant classic upon its release, earning over three million hits on YouTube in its first week alone.
The Clio Award winning “Let Me Go” has also earned massive media attention. Debuting during the 2012 Grammy’s, the piece is a spoken word homage to Queen’s “Bohemian Rhapsody” that features a young man trying to woo the woman of a tough guy at the hotel’s poolside bar.
Says Ayson: “This DGA award is a big frickin’ deal. This is my first nomination, so I’m very, very stoked about it. It’s the strongest US award a director can be up for and I have huge respect for the other nominees.”
Says Paul Prince, The Sweet Shop’s CEO and founding partner: “We’ve believed in Steve Ayson for a long time and it’s fantastic that he is getting such prestigious recognition for his talent. The work recognised by the DGA is also a great example of The Sweet Shop’s global collaboration and a tip of the hat to our management; Andy Traines & Tracy Mays in the US with Wilf Sweetland & Fiona King in Australia.”
The 65th Annual DGA Awards will be held on February 2, 2013 at the Ray Dolby Ballroom in Hollywood and will be hosted by Kelsey Grammer. Other categories set to receive honours include Outstanding Directorial Achievement in Feature Film, Movies for Television and Mini-Series, as well as several other awards spread across various genres.
3 Comments
Steve Ayson is brilliant.
Great director. Also it’s Carlton Draught, not Dry.
Huge congratulations to Steve Ayson for making the finalists of The Director’s Guild of America: Outstanding Directorial Achievement in Commercials, for his great ‘Let Me Go’ spot for The Cosmopolitan in Las Vegas.
You don’t get to mix in much better company than the finalists, including the winner Alejandro G. Innarritu, Fredrik Bond, and Lance Acord.
Thanks to Steve and The Sweet Shop. It is very exciting to have had a role in such a beautifully crafted and successful commercial and even more exciting to be working with Steve again.
Toni Higginbotham