J&B Scotch In Brazil
Duailibi Petit Zaragoza, Sao Paulo, Brazil
Heublein in Brazil
Francesc Petit, Paulo Ghirotti
Antonio Rodrigues, stock
Well, there goes the Druid market. Irreverent wit has become commonplace in liquor ads as brands toil to shake off their old stuffiness. But this campaign reaches beyond mere irreverence for a note of outright slapstick. Another ad in the series matches a photo of soldiers on parade with an inset of a banana peel. Can consumers be persuaded that Scotch is the perfect medium through which to express their madcap impulses? It’s a stretch. If you’re in the mood for the intoxicating equivalent of a whoopee cushion, surely other beverages will have a readier claim on your interest. Does the unsophisticated humor at least make Scotch seem more accessible? Maybe. But since the jokes bear little or no relation to the product, I’m not sure they have that effect. After all, you could stick almost any brand in this ad and it would fit as well as (or better than) J&B.
Colby Effler & Partners, Santa Monica, Calif.
American Suzuki Motor, Brea, Calif.
Isn’t it nice to see a headline that’s got some meat on its bones? The past few years have seen a trend toward headlines that are modest in size and ambition alike, as if agencies and clients lack the confidence to command readers’ attention. Lots of ads now sidle up to us in hopes of ingratiating themselves before our sales resistance has a chance to kick in. That quiet approach has its place, but it wouldn’t suit a target audience that relishes noisy directness. This ad’s muscular typography gives the text the heft it needs, and without making us feel the brand is trying too hard to look macho. Rather, the shrewd matchup of style and content creates an aura of strength in reserve, and that should appeal to the lads who covet these machines.
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