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Lone Star Beer's new campaig, titled “Keeps You Texan” and produced by Stink Films, is the most significant advertising campaign from Lone Star in the last 30 years. 

The campaign is centred around the launch of the lower alcohol and low calorie 24/7 Beer and puts a spotlight on what a Texas summer brings: long, warm, lingering days. The first spot in the campaign — Mosquito — is all about mosquitos...and enjoying a beer with friends on the perfect summer night. All in all, CALLEN produced a series of four films along with social and digital assets to run over the summer. The other spots are on the Lone Star Beer YouTube Channel, including Sunset. Alamo, and Brisket. 

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Pabst Brewing Company – Sunset

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Pabst Brewing Company – Brisket

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Pabst Brewing Company – The Alamo

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Pabst Brewing Company – Mosquito

Founder and Chief Creative Officer of CALLEN Craig Allen said, “there’s truly nothing better that my Texan brain can comprehend than working with Lone Star to launch a new beer, and crafting an ownable voice for a legendary brand. For the launch of 24/7, we wanted to keep the creative simple and real, just like the beer itself. Hopefully it makes you long for summer nights and a cold drink.”

Emily Hoyle, Brand Director for Pabst Brewing Company said, "since 1884, Lone Star Beer has been all about bringing Texans together and there's no better time to come together than the perfect summer night. Working with CALLEN to create a campaign that's so true to the spirit of our company and the new Lone Star 24/7 was exactly what we hoped it would be—fun, authentic and set against the perfect Texas backdrop for a beer."

Because of the lower alcohol content, Lone Star 24/7 allows you to maintain your Texas demeanor— whether you’re enjoying the summer sunsets with friends or grilling in your yard (just like you’ll see in the spots). 

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