The Columbia Group, Baltimore
Frederick Brewing, Frederick, Md.
Cristina Creager, Andy Dumaine
ART DIRECTORS, COPYWRITERS
Mark Eden, Jeff Grutkowski
And in California, another Hempen ad tells us, “it’s illegal to set a mousetrap without a hunting license.” When a new category emerges, as hemp-seed beer has, its advertising indicates whether it’ll be a passing fad or a lasting niche. This campaign tends toward the fad end of the spectrum. A mention of Hempen’s “Award-winning taste” is given minimal play, almost as a bit of puffery. You need to go to the brewer’s Web site to learn that Hempen won a medal at the Great American Beer Festival. Though the ads are a hoot, they give the product an air of gimmickry. The implication is that Hempen is far too much fun to be legal and has escaped proscription only because of lawmakers’ neglect. But a lot of things are “perfectly legal,” and you wouldn’t want to ingest most of them. As it happens, the hemp seeds impart no hallucinogenic buzz to the beer. And that points to one more pitfall: The ads may be more fun than the product.
TILLAMOOK CHEDDAR CHEESE
KVO Advertising, Portland, Ore.
Tillamook County Creamery Association, Oregon
Can cheese prevent road rage? Running as billboards along crowded highways in the San Francisco area, Tillamook’s campaign will yield an answer to that question. If all goes well, statistics should show a decline in traffic-related fracases and a concurrent rise in cheddar-cheese sales. On the other hand, if angry motorists start pulling cheese knives on each other, we’ll know things have gone awry. Speaking as if through gritted teeth, this amusing ad adopts a voice that will resonate with the temporarily captive audience. Will drivers make a connection between Tillamook’s leisurely aging process and the snail’s pace at which they’re moving down the highway? Probably not. But the brand does give itself a distinctive identity as a fun food. Next time a reader gets behind the wheel, he’ll wish it were a wheel of cheddar. One small complaint: Even at 5 mph, this stylized script isn’t ideal type for drivers to be deciphering.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity