McCann Makes Bass a 'Bit of Better'

NEW YORK Interpublic Group’s McCann-Erickson will introduce its first campaign for Bass Ale next week, the client said.

A 30-second spot breaks Monday and positions the brand as one that can even make the Grim Reaper a better person. “A little bit of better” is the tagline.

The ad shows the Reaper at the bedside of an elderly man, who he spares while singing the line, “Celebrate good times! C’mon.” The scene cuts to another creature from the spirit world finding an empty Bass bottle at the Reaper’s “office.”