Keith Stone: The Smoothest Slacker in the Neighborhood

Taking a cue from what "The Most Interesting Man in the World" did for Dos Equis, Keystone gives us a hero for a younger crowd. The director told the actor, "Need you to be Jack Black, with that over-the-top, deadpan confidence, smarmy and funny all at once," and the guy executed the role well. Many great moments in this :30, from, "Hold my stones," to the revelation of what it is he's rescuing from the tree. The guy even wears a Member's Only^TM style jacket. A nice effort for a beer that many regard as piss. But that's what advertising is about in many cases; putting a glossy coat of paint on something that is sub-par and getting guys to buy it. I can hear "Hold my stones" being repeated at many a frat party.

Who Wants to Start a Brewery?

Or at least get an existing brewery to pick up a new brand. New World Beer. (Not to be confused with a home brew strain by the same name.)

Taste? What does taste have to do with anything? You gonna tell me Dos Equis is a great beer? 'Course it ain't. But it's got a great campaign behind it. I think I have a good name for a brew here, in honor of the guy who planted a flag in the Dominican Republic a few centuries ago. We can mess with the label art and all that, of course. And once we've got all the REAL work done, THEN we make a beer that isn't half bad and we tell everyone it's awesome, will make them cool, get them laid and define their lives.

mas grande

Heineken Does It a Little Better This Time

Remember Heineken's "Share the Good" campaign? You don't? That's because they let it die very quickly. Why did they let it die so quickly? Because it was stupid. Because it sucked. Because they couldn't decide what it meant. Were we being asked to share a Heineken or clean up a park in a bad part of town? It was trying so hard and failing. It wanted to be a religion in the way Liberty Mutual wants you to pick up trash and save strangers from getting run over by cars.

So the geniuses at Heineken asked themselves, "What are we selling?"

Someone in the room replied, "Beer!"

To which a creative director said, "No, more than that."

The same person said, "Heineken t-shirts? Merchandise?"

"Get out!" screamed the creative director.

An intern timidly offered, "An experience? A relationship with the brand?"

"Yes!" said the creative director, "But more than that! What kind of an experience? What kind of relationship?" He walked to her side of the table and got in her face, imploring the young intern to give him the answer he wanted.

"A drunken experience? A night you can't remember?" She hoped her answer was the one he was looking for.

"Exactly!" he shouted as he spun around, pointing to the intern as the rest of the creative team gave her dirty looks.

"We're selling getting drunk! We're selling a good time! Now why on earth would we do anything else in the 'do gooder' category other than 'Don't drink and drive'?"

The team looked thoughtful and pretended to write notes.

"Which one of you clowns came up with 'Share the Good'?" he scanned the room.

"I did," said a thirty-something woman in black glasses, "And you thought it was awesome."

Irreverence is in the Eye of the Beholder

Iconic images are used in ads all the time. Think Che, Obama, or as Copyranter points out today, the Mona Lisa. This might work as a Good Friday ad in predominantly Catholic, Spanish speaking countries.


Previously in "Jesus Likes Beer":
Jesus is Bringing You a Case of Heinies.
The Church of Heineken

Spots That Make You Go, "Uh..."

I enjoy a nice cold Kirin beer if I'm at the sushi bar. As they say, "When in Tokyo." (It's got a slight pear aroma with a sweet, smooth not-too-heavy draw. And I have no idea what that means, but it seems apt.)

This commercial, while well done, (and likely lost on me as I do not hablo Japonés) seems to be trying to strum a thousand different heart strings at once. I count: family, working man, youth, generational divide, culture, society, beauty, striving and longing - at least. Any interpretations that might shed light are welcome.

Happy Thanksgiving, Aristocrats

I love the copy in this ad for an old Maryland brew. Compelling. And Rich.