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The Hawaiian beer brand reaches those who can't put down their smartphones on their smartphones

At a time when consumers are more connected to their screens than ever before, Kona Brewing Co. advertises something different: unplugging. But it does so, ironically, through a digital execution. Created by San Francisco creative agency Duncan Channon, three 30-second spots titled "An App," "Reality TV" and "Viral Videos" bring back the two bruddahs from last year's "Dear Mainland" campaign. In them, both men wonder why anyone would waste their time on things like phone app gamification when they could be kicking back with an ice cold Kona beer. The answer, as the tagline says, is "One life, right? Don't blow it."