Meet Andy Williams, a 30-something bearded musician who shares a name with a recently deceased beloved pop singer/actor. Williams hails from Buffalo, New York, eschews the mere notion of a 9-to-5 office gig, and plays guitar in semi-popular hardcore band Every Time I Die.
It might seem to a naive person that Williams has it all: A cool job, musical chops, great friends, adoring fans and a magnificent beard. However, Williams suffers from a debilitating addiction. While his bandmates indulge in the clinically recommended rock star diet (drugs, fast food, booze), Williams battles every day with his 23-flavored soft drink crutch, Dr. Pepper. In fact, as the above video from Dr. Pepper and Code and Theory suggests, Williams cannot even take the stage some nights without receiving his fix.
As with most cases of substance abuse, Williams’ crippling habit has racked up quite the bill over the years. It’s become so bad, in fact, that Williams is now soliciting fans to buy him cans of Dr. Pepper via Twitter. More disconcerting still is that having heard of Williams’ unique problem, Dr. Pepper has decided not to encourage the guitarist to seek the medical attention he requires. Rather, Dr. Pepper is integrated Williams’ story into their “1 of a Kind” campaign, propping up his near lifeless body against a wall and making him pose with a guitar for a giveaway.
Remember, the moment your friend gets a Dr. Pepper tattoo is the moment you start setting arrangements for an intervention. Credits after the jump.
Creative Director: Brad Dixon
Art Director: Terry Newman
Copywriter: David Shin
Illustrator: Terry Newman
Producer: Jill Silberstein
Production Company: Brehm Lab
Co-directors: Fredric Brehm, M. Scott Vogel
Photographer: M. Scott Vogel
Producer: Ian Park
Editor: Brehm Lab
Account: Alexis Dorenter
- The 10 Biggest Campaign Posts of 2014
- SS+K Dreams of Midnight for Smile Train
- We Hear: Mello Yello to Ames Scullin O’Haire?
- Huge Parties It Up for Crate and Barrel