High Noon Spirit’s Lifestyle Guards Are on a Serious Mission

Just in time for summer, High Noon, the #1 spirits brand by volume in the US (besting Tito’s again in 2023), is doubling down on its Sun’s Up creative platform and lifestyle with a new integrated national campaign from AOR Preacher. Introducing, the 'High Noon Lifestyle Guards,' a team of buff, hard-working beach lookouts with one very serious mission: helping people live their best day in the sun.

In a series of :30, :16 and :06 spots, the new campaign follows the adventures of the Lifestyle Guards as they inflate sagging floaties, rescue beachgoers with a beverage cart, and fill up coolers with High Noon. Like the Sun’s Up platform itself, the new spots are grounded in sunny optimism, observational wit, and premium day hangs with great company and great hard seltzer made with real spirits and real juice. 

By leaning into a lifestyle instead of a product, High Noon has risen to the top of a crowded category, while others - including major players - have gotten lost in a sea of seltzer-sameness. To its audience, High Noon isn’t just another cold drink in the cooler.

'High Noon Lifestyle Guards' will run on broadcast TV, streaming services, online video, paid social, and more. Fans will also see the High Noon brand throughout other touchpoints during the year, such as a Snapchat lens, YouTube shorts, PR tentpoles, and dynamic local media. 

“Our goal with the new Sun’s Up campaign and the rollout of the High Noon Lifestyle Guards is to keep encouraging our fans to live their best day in the sun with High Noon. To our audience, High Noon isn’t just another cold drink in the cooler. We’re a genuine sign of a good day to come,” said Brandon Lieb, vice president of Spirit of Gallo. “We are tapping into that in our new campaign which will demonstrate the Sun’s Up lifestyle with our distinct personality, unique point of view and alluring vibe that is sure to catch attention and attract new fans to the brand.” 

“Over the past several years, we’ve shown people the Sun’s Up lifestyle by way of observing it - pointing out the funny truths that make for a great day in the sun with friends. As the brand has grown, it’s started to feel like someone should champion that lifestyle, protect it, and ensure everyone gets to enjoy it. The Lifestyle Guards were the right crew for the job,” said creative director at Preacher, Justin Ralph. “While the characters borrow funny cues from pop-culture depictions of lifeguards, they actually take their jobs very seriously. That’s where the humour lies. It’s fun to see a grown man rush in to save the day with a buoy, but the day is actually a shrimp that’s fallen into a grill, and the buoy is secretly a cooler filled with more shrimp.”