Truly Hard Seltzer and Party Land are giving Truly Unruly, the brand’s 8% ABV line, an oddly memorable entrance into social moments.
In a series of four spots, a talking floating hand crashes social scenes to deliver cans of Truly Unruly. The surreal visual device introduces Unruly as the version of Truly that’s still light and refreshing, but made for occasions that call for a little more.
- In 2024, Unruly was one of the best-selling new products in all of the “beer” category.
- The campaign marks Party Land’s first work for Truly Unruly since being named Truly Hard Seltzer’s social and digital AOR in 2025.
- The brief for Party Land was to give Unruly a distinct comedic lane and brand voice within the broader Truly portfolio, laddering up to the brand’s strategy “Truly Unruly is higher fun density.”
- Rather than relying on a straight product demo or ABV claim, the work uses a simple offbeat device to make the product feel more playful, recognizable and repeatable across broadcast TV, CTV, online video, and paid social.
- Shot in Los Angeles and directed by Jon Salmon of Underhill, the spots lean on comedic timing to make the setup feel playful without pulling focus from the product.
