Clarke Goward Serves Up Attitude For Downtown Pub

Blowing foam in the face of snooty bars that care more about creating ambience and pricey microbrews than serving a great glass of beer, Clarke Goward has fashioned a print and outdoor campaign for the Commonwealth Brewing Co. that positions the pub as an alternative to trendy nightspots.
The effort’s tagline proclaims Commonwealth Brewing, located downtown near the site of the old Boston Garden, as “Boston’s original brew pub.”
One ad reads: “Of course you can order a nice, light blueberry ale here. But better yet, how about a glass of shut the hell up?” Another execution reads: “If you find fruit in one of our hand-crafted beers, spit it out. We didn’t put it there.” A third ad recommends that patrons “try all those fancy brew pubs first and then come here. Just don’t track in any goat cheese or anything.”
“This campaign is saying that just because you like high-quality ales and lagers, you don’t need to put on airs,” explained Clarke Goward creative director Spencer Deadrick.
Print ads are running in The Improper Bostonian and Where, a publication distributed to hotels throughout the Greater Boston area, Deadrick said. Outdoor executions are appearing on numerous trolley-style buses that transport sightseers on day-long tours of the city, he said. The effort will run for about a year, he said.
Deadrick served as creative director for the campaign, and Colin Nissan wrote the copy. The ads were art directed by Sean Farrell, who recently left the Boston-based agency for a position at Goodby, Silverstein & Partners in San Francisco.