Is This Irresponsible?
... or am I just a nonno?
I can't help but think this new Carlton Mid Strength beer ad makes all the TAC and anti-excessive drinking ads redundant.
I mean, after years of being educated that maybe that "one last drink" could the be the one that pushes you over the edge... now we have a beer company telling us that because it's product is mid strength, you SHOULD stay back a little longer.
Generic execution featuring standard blokes beer joke aside, this commercial is just wrong.
12 give a shit:
god australian beer companies need a fucking enema! honestly! which comes first? the australian beerswilling fuckhead, or the wankers making ads like these?
I think it's the culture of binge drinking until you can't speak that makes all the TAC and anti-excessive drinking ads redundant.
I love it. I love that guy at the door talking like he's coaxing a skittish horse.
Is it naughty yes? Is it responsible no? Should it be allowed? Yes.
Freedom of speech is a massive discussion that I wont do on the internet but if you have prolems with this you're basically insulting people with having insufficient intelligence to make their own minds up if another beer is wrong or not.
Think hard about this because while alcohol is responsible for more crime and violence than say marijuana, it is legal and if you have a problem with this ad. You've got a problem with alcohol. There's plenty of work in persuading prohibition of that if advertising beer makes you feel nervous.
Lauren. Maybe if I buy a piece of your art I'm neglecting my pension or future medication bills. Should I then say advertising art is immoral?
charles, i'm about as against advertising beer as i am against advertising everything else - if you're being a fuckhead about it, then you should be criticised.
charles, if this was the first, maybe second - or even third time that this culture of drinking was represented, then yeah, fair enough - a bit naughty, a bit cheeky.
and even though i don't drink alcohol, i want beer and alcoholic drink advertising to be smart. for fucks sake, not everyone's a fucking retard with it - this kind of advertising does treat people like they're fucking idiots. if you begin to think smart - challenge the category, you can be part of a changing culture.
but the blokey male stereotype is shown again and again and again and again and again and again. do you get my drift? they're not advertising beer. they're advertising the affect of alcohol. but if that's the best way to advertise alcoholic drinks, how come you don't see hermitage grange being advertised as a way for mum's and dad's to get shangalled on a weekend? c'mon charles - it's fucking lazy advertising and you know it. furthermore, the minute that art is being bought at the rate and way alcohol is being consumed in this country, then you can use that comparison.
consumption of been in australia is changing, you can see it on the ground - in pubs, at venues, and in the bottleshops (off-licences), and it is instigated by consumers and smart business moves (like the CCA/SAB Miller distro i talked about on campbell's blog) but the big ad guns aren't about innovating the market - just about redressing old ideas.
I both agree and disagree with you Charles...
Yes the ad is a laugh and easy going and funny and well executed... but one of the KEY issues going on in Australia at the moment is alcohol abuse (by both young and old). So i just think this ad is sending the wrong kind of message. I know, in the end it's up to the individuals and parents etc but like Lauren said, it seems every single Australian beer ad these days is going for the bogan mentality which is doing nothing to help tackle bigger issues or ironically sell beer! Yeah it'll get them a laugh for 5 seconds, but no one is going to want this. Everyone knows that local brews are struggling to compete with better priced, better positioned imported brands because they LOOK and FEEL better, not bogan.
But what is really obvious is that this ad reeks of Clems Melbourne's creative department going for the dumbed down, quick cheap gag instead of a compelling brand idea YET AGAIN.
Rant on my friends...
Lauren. A stereotype is a stereotype because they exist not because they don't exist. Now if you wish to censor stereotypes let's have that conversation intead.
I've also made a point about the latent homosexuality of this segment over on my blog that you might appreciate. You cannot censor this type of advertising. You might not like it but then you might not like that bit chunk of people who make up stereotypes either. You might also then argue that fuckhead is stereotypical of Australians in which case shall we ban your language next?
wow, so much over a beer ad. i don't think anyone is looking to a beer spot to be smarter. having beer= a good time. well at least here in the states. most beer spots we're expecting for some shits 'n giggles...make me LMAO so that the beer comes spilling outta my nose.
my beer-drinking buddies just watched this spot, laughed and then said..."dude, i could've used one (women whisperer) this weekend." i wonder if my buddy's gay?
Sorry Charles, I disagree - this kind of ad is standard fair for beer communication in Oz which is why half the time you can't tell one brand from the other.
Sure it might help create real differentiation in other markets but in Oz it's just lame and lazy ... and the sad bit is the idea of a 'woman whisperer' is quite sweet even if it is a typical gender stereotype.
charles, i'm not looking to censor this kind of advertising, i'm looking to have australian beer advertising evolve to something other than this kind of crap. as rob has reiterated, it may be exciting, hilarious, cheeky, whatever anywhere else, but we're bored of it. and of course stereotypes exist because they exist, but if brand identity or strategy is always based upon an age-old stereotype, then god help us all.
i actually think it's great that this kind of discussion is starting to happen about beer ads in oz - given the amount of beer advertising gets around here - it feels like it kind of started with the breath of fresh air from lion nathan/carlton draught ads and now there's a slightly different expectation.
Good. First thing is I'm ignorant of most beer ads in Oz. The last one I saw though was amazing. Tooeys(?) beer?
Yes this discussion is good. What is the role of alcohol in peoples lives? If we open that one up then we get onto the libertarian issues that I'm guessing I'm a bit more of a trainspotter about.
It's complex but lets just agree what part of the intoxication process is good. I'd like to see this discussion continue. If only because it can be a slow burner.
Sorry i took so long. Catching up and sneaking wifi aint always easy :)
I was looking at the Pure Blonde ad the other day, you know the one where the truckie goes to the beautiful place to pick up the beers. I noticed an interesting thing, when I used to remember the ad in my head the truckie always opened the beer with the Dove and then drank it but when I watched it again he actually gives the beer away. I was really happy to see that Fosters had gone to the effort of doing this.
http://www.youtube.com/watch?v=ml3ybCxxMRk
Sorry to digress from the debate!
P.S Age are you going to come to the Beersphere this Sunday, details here
http://adspace-pioneers.blogspot.com/2008/09/melbourne-social-media-beersphere.html
I've actually discussed that point in the Pure Blone ads with a mate... we think it's because if he'd drunk it himself wouldn't it be promoting drink driving etc? Who knows these days...
Yes I will most def try to make it down to Beersphere (lol, ironic being mentioned in the comments of this post!) Don't know how long I can hang about for but will def see you there mate.
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