Cutters Raises Their Beer Stein

Steve Stein of Cutters may not be a college professor, but he certainly knows what it's like to deliver a dry lecture. Serving as director and editor of four new spots for herestobeer.com, Stein captures people offering professional insight regarding everything from tax preparation to the best way to examine a man's testicles.

"We took a run and gun approach," said Stein, who also helped conceive the spots. "The first one was really a test, a simple locked-off shot, using available light. The client and agency liked how it turned out, so we used that as the template for the campaign."

"It was a fine line not to make them obviously funny, because they need to feel real," Stein noted. "In the end they were really all just very simple testimonials."

Maybe so. But even before the real jokes hit, Stein was sure to cast subjects that provided for a little amusement such as a "Doctor" who considers removal of underpants a critical part of routine examination. "It may not be something that requires years of med school," Stein mused, "but if you think about it, the underwear has to come off, doesn't it?"