Jagermeister Celebrates the Bro-Code with ‘Brother in YourCorner’

Let me begin by stating the obvious: If you find yourself downing more than 3 Jager-bombs in one sitting, odds are your bro doesn’t have your back. Your bro is not a goodbro, and you should consider bro-ing out with a new bro who won’t let such a terriblething happen to you. Sorry, bro.

Now that’s out of the way, let’s take a look at the latest campaign for Jagermeister andLA-based indie shop Mistress titled “A Brother in Your Corner.” The concept of cele-brating male companionship in alcohol ads is nothing new, especially in the beer catego-ry where things like “Man Law” are done time and time again. Instead of playing theconcept for comedic effect, however, Jagermeister has decided to showcase legendaryboxing trainer Freddie Roach, whose long resume includes times spent in the corner ofboxing champs like Oscar de la Hoya, Manny Pacquiao, and Julio Caesar Chavez. Asthe video illustrates, Roach has gained a reputation within the boxing community fortaking extra special care of his fighters, both within the ring and outside of it. This devo-tion to his athletes, Roach says, was instilled in him by his own trainer, Eddie Futch,who himself gained fame for training legends like Joe Fraizer, Ken Norton, and LarryHolmes.

The campaign’s tone and focus seems targeted to an older, likely middle-aged bro, onewho has actually heard of these fighters and knows anything about professional boxingas none of the fighters associated with Roach our Futch are named in the spot. Also, it’shard to find many people under that age of 30 who know much about boxing, as MMAcontinues its climb upwards as boxing fades into irrelevance. The campaign also fea-tures a digital extension in which those young males who prove they live by the “JagerCode” compete for a chance to win a trip to Las Vegas for a private training session withRoach as well as tickets to an upcoming boxing match. For more info visit the JagerCode website and Jagermeister’s Facebook page. Credits after the jump.

Credits:Production Company: PrettybirdDirector: Alastair McKevittExecutive Producer: Ali BrownAgency: Mistress

Producer: Kay Lynn DutcherMusic Supervisor: Dave HorowitzEditor: Daniel SheppardMusic Company: Headquarters MusicAudio: Lime Studios