Now back to our regular broadcast, this week the “Let there be Beer” campaign was launched to promote the drink in all its forms.  The campaign is being backed by a consortium of interested parties ranging from global brewers such as Molson Coors, InBev, Carlsberg and Heineken to industry and consumer bodies such as the Campaign for Real Ale, Society of Independent Brewers and British Beer and Pub Association.   The core product of this is a TV advert which will be supported by print and online activities.

The TV advert has a suitably summer feel to it, opening with a exhausted man slaving over a BBQ and cutting to an overwhelmed office worker and a young man having to face up to his dates father.  Then it turns 6pm and everything changes, it’s Beer O’Clock and suddenly a beer solves all the problems whether it lager, stout, ale or pilsner, much of which is sprayed around.  Sitting above this is an operatic version of “Climb every Mountain” which builds to a crescendo over the minute running time.

The advert is nicely done, well produced and attempts to break the stereotypes by featuring people of all ages and both sexes, but is nothing original.  It could be an advert for Carling or any of the big brand lagers if you replaced the different kind of beers with a single brand.  In fact it has all the trademarks of a “lifestyle aspirations” advert which could be used for any food or drink product out there.  It is not a memorable advert because of this unoriginality, and is forgotten by the end of the commercial break.  It also seems to promote home drinking at least as much, if not more than pub consumption, something that should have been the other way round.

As I said when I discussed the recent Guinness adverts of the past year (Clock and Cloud), they will not be remembered next year, unlike the Horses, Dancing Man and Rutger Hauer adverts which still stick in your mind today after a period of up to 25 years.   Even advertising campaigns which are now being considered “passe” like the Bombardier adverts featuring Rik Mayall stuck in the mind when the campaign was first launched, but the association between the person and the beer is implanted in the publics mind (admittedly helped by the similarity to his Blackadder character Lord Flashheart).

Beer deserves better than this, any campaign to get more people drinking it the better, but this has missed the mark.

 

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