adam&eve DDB Asks ‘Why the Hell Not?’ for Foster’s

adam&eve DDB launched a new campaign for beer brand Foster’s asking (and introducing the new tagline), “Why the Hell Not?”

The campaign launched with a 60-second spot, directed by Gary Freedman, exploring a man’s decision to become a cheerleader. Unsurprisingly, as the ad’s protagonist puts it, “A lot of people laughed when they found out what I was up to.” Despite what others said, however, he “felt the pluses outweighed the minuses” as he gets to work with a great team and gets a front-row seat to every home game. It marks a slight departure from the brand’s more traditional “lad humor” and manages to treat the subject of a male cheerleader as more than just a one-gag joke, even if it threatens at this during opening scenes of the man in uniform. While the connection to the brand is flimsy at best (hey, now he’s at the bar drinking a Foster’s), the spot does an adequate job of exemplifying the “Why the Hell Not?” tagline, which the agency can go any number of directions with future spots.