24 August 2010

It's Just Beer

Good old Carlton Draught have a new ad...


And a bloke by the name of Simon Canning from The Australian rips it a new one here, somewhat justifiably so. He says that slow motion isn't an idea. Fair call. Although some would argue that the parody is the idea. I dunno.

Sometimes I think we think too much about it all. For the right brand and the right audience, sometimes all you need is a piece of content that people like to align with a brand. Your average bloke is going to like this ad for an average beer.

Consumers are idiots. Keep it simple. Sometimes, it's what they want.

4 comments:

  1. I always find comment/criticism interesting. The first question I would ask Simon is “Do you drink Carlton”. Maybe I am old fashioned but I aint changing my beer preference to an existing brand. Maybe a new one I will try but I won’t be influenced to buy something I already don’t like. Maybe the general public is different and more easily influenced?

    I actually like the ad … as entertainment. I also pointed it out to a few others at the pub the other day and they all watch with intent and they liked the ad. I think the slow mo actually makes people pay attention. I always admire those people who speak a little softer than everyone else which forces others to listen more intently so they don’t miss anything. Much more effective that speaking louder to get your message across.

    Agree that it is missing a big idea but that doesn’t bother me cause I aint drinkin it (for the record it tastes awful).

    I don’t agree with the “made from beer” is a great tagline. WTF does that mean? It’s stupid I recon.

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  2. As a uni student Draught drinker, I love the tag line.

    I think this ad is about getting current drinkers to drink more, not for a new audience? Not sure.

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  3. It's a parody.

    It is a call to action.

    It is relatable.

    It fits with brand.

    It works.

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  4. I certainly see the downside of the slow-motion, but I really can't complain about the actual ad. It is a parody, the singer makes the bit with his lyrics. Get over it, enjoy!

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