Calling the campaign, an “exciting new twist on a classic season,” the Meteorological Society said they would release a series of TV, web and print ads that show off the hot new season.
“We’ve got a season that keeps your beer cold and rains slushies from the sky,” said American Meteorological Society spokesperson Michelle Ward. “We figured, with the right messaging, we could get people to see winter in a whole new way.”
Representatives were also excited to introduce the new face of Summer II, Chilliam W. Partyson, the “beer-loving bear that just don’t care.” In a commercial now airing nationally, viewers get a look at Chilliam as he dons a pair of sunglasses, grabs a beer from the snow and proudly announces that with Summer II the audience can “forget the cozy and start the party.”
A print version of the ad shows Chilliam skiing down a mountain with his sunglasses on, a cocktail in one hand, and three bikini-wearing women behind him with the following words printed above: “The beach is a bitch, go skiing.”
The American Meteorological Society wrapped up its announcement by proclaiming the kickoff to Summer II would start with a margarita party. “Iced margaritas,” Ward said. “You bring the margarita, we’ll bring the ice.”