WMcCann, Brazil introduces the new can “Pin Up” from Conti Bier with a 38-second spot.
The ad keeps things basic, showing the new can from the assembly line to being loaded into a refrigerator. After the message “The only one that takes it off” appears onscreen, the spot shows the can’s pinup as her top layer disappears to reveal her undergarments. As a selling-point for beer this is about as low as it gets, taking the Coors “cold-activated” schtick to new, even more gimicky places. “The cooler, the better” the spot concludes, which probably has to do with covering for the beer’s faults, with the “pin up” gimick their idea of a clever disguise. The real question, of course, is will this actually help sell more beer?