One of the proven methods of advertising is to position a product desirability above everything else. Such a practice most often or not, leads to dramatic outcomes taken by the cast in the commercial to create an amusing and hilarious scenario. DB Export Gold recently launch a commercial by Colenso BBDO, with a man who consistently vanishes in a jiffy with the same excuse: “Theres fire at the old well!” We see a dog rushing up to him at every scenario and the calling was so great he had to remove himself from whichever situation he is in. At first, it might seem like he is really going off urgently, but the truth is revealed at the end of the commercial. He is seen dashing for that golden bottle of beer. I kinda love the suspense building part. Interesting way to position the desire element.
If you were to look back at the creative work that beer companies have done, you would be quite surprised that a lot of them pretty much have the appetite for rather interesting work. As creatives, we tend to jump with glee every time we get to work on such great accounts. Carlsberg has done up a commercial with a very single minded proposition: “Uncompromising Quality”, and I think this is such a marvelous headline. They bring the message across effectively by making sense of their heritage through this commercial. We see founder of Carlsberg, J.C. Jacobsen and his stringent quality control in his quest to brew the best beer in the world. The commercial gave the audience the impression of a man who is constantly in search of the most perfect solution. Nice commercial.
If you have seen enough of beer ads, you would have realize the abomination of these ads are the creation of bad scripts, dull storyline and the portrayal of lame male masculinity. While all these still holds true, there are exceptions. Amstel Lager created this TV spot that features quite an inspiring story of a chef on his stride to becoming a great chef. We see the huddles he overcame, the nights he had to burn and the long painful learning process which he endure through. The enervating transformation from a dishwasher to a chef illustrates the perpetual attitude of the male lead. Throughout the video, we see scenes where Amstel Lager is well celebrated. At the end of the commercial, the copy runs across: “Take your time. Slow brewed. Extra matured.” The commercial brings forth the message the importance of quality preceding quantity.
Are you proud of being a Canadian? Well, you should be! After seeing this interesting work by advertising agency, Rethink, Canada, it sure does feel good to be a Canadian! What they did was to build a beer fridge filled with Molson Canadian and have it move across Europe. It garner a lot of attention from passer bys and many seek ways to open this fridge. It stood still and tight. Your only key to release your treasure is none other than a Canadian passport. It is not frequent that an opportunity like this come by where you are handed a really interesting product to be marketed using such guerilla tactics. However, whenever possible, as creatives we should aim to always add that surprise element into the work we produce. Guerilla advertising is a really good way to create hype, engagement and social attention with limited marketing budgets. Well, everyone had fun isn’t it?