High Noon Drops Funny Ads Starring 'Lifestyle Guards'

High Noon is making sure your beach lifestyle is the best it can be in a hilarious new campaign.

Together with agency partner Preacher, the hard seltzer brand released a series of spots introducing the "Lifestyle Guard," who can’t really save you from drowning at sea, but can turn your little inconveniences around with an ice-cold drink.

The 30-second spot "Beach" opens with a scene that seems to be straight out of the iconic TV show "Baywatch:" a lifeguard manning his watchtower armed with a pair of binoculars.

Wait, he's not actually a lifeguard, but a "Lifestyle Guard."

Introducing the High Noon Lifestyle Guards. They’re here to help you live your best day in the sun with High Noon. Cue the slo-mo run. pic.twitter.com/Tq4A52kJRd

— High Noon (@highnoonsunsips) May 1, 2024

After seeing a woman in distress over an empty cooler, the Lifestyle Guard springs into action and attaches a few cans of High Noon Seltzer onto his belt bag.

Throughout his shift, he saves a game of volleyball by returning the ball to the players, pumps air into a deflated floatie using his mouth, and delivers High Noon to empty coolers.

"Backyard," follows a similar premise at a pool party, where the Lifestyle Guard gives a can of High Noon to a man resting on a hammock, offers shrimp to be grilled straight from his rescue can, and retrieves a football from the bushes. 

Both adverts end with the campaign's tagline: "Sun's Up."

The Birth of the 'Lifestyle Guard'

When it came to conceptualizing the "Sun's Up" campaign, Preacher Creative Director Justin Ralph and his team wondered who might help its audience "live their best day in the sun."

Thus, the "Lifestyle Guard" concept was born. 

"We started thinking about a group of lifeguards who show up wherever there's a day-hang at the beach, on the golf course, at a tailgate, at a backyard BBQ, etc.," Ralph recalled.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by PREACHER (@preacheraustin)

"Instead of saving lives, they'd save things like deflated pool floaties, or a shrimp that falls between the grill grate. But they'd do it with the same unwavering commitment and sense of duty that actual lifeguards have," Ralph added.

After a string of successful campaigns and product drops last year, the brand sought to sustain its marketing momentum by highlighting its entire brand portfolio, adding a dash of humor and wit to bring laughs to its audience.

"Part of the reason for using the lifestyle guards is for their potential longevity and ability to show up in other places," Ralph shared.

"There's lots of room to show more of the crew in action and to bring them out into the real world."

READ NEXT: A Beach Ball Is the Star of California's New Ad

Editing by Katherine 'Makkie' Maclang