Old El Paso presents the 'Castin’ the Cowboy' campaign, a promotional feature that brings the brand into a professional recording studio setting. The project centres on a direct address from musician Keith Urban, who introduces the search for a new character, Elroy, to represent the food and beverage brand.
Produced by Edelman US, the spot utilises live-action technique and warm, ambient lighting to establish its aesthetic. The editorial focus remains on the casting announcement, incorporating dynamic graphic overlays and a vertical format to engage viewers.
