Beer advertisers have been taking a fair amount of heat lately for producing messages that are sophomoric at best and brand damaging at worst. These ads are criticized for promoting over consumption of lousy beer to under age or barely of age drinkers.
So it was refreshing (beer ads, refreshing, ok, sorry) to see this latest ad for Guinness from the BBDO agency’s New York office. This is creative, gets across a brand-enhancing image, and still brings in traditional elements of beer advertising.
This is “refreshing” ( both senses of the adjective)…but the ad does signify a trend to more sophisticated appeal IF this company and others decide to make this positive change in appeal… what would be interesting is to do a study after say a 3-6 month run to compare results (sales) before an dafter the ad run to see if there is a difference in sales volume
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