Ad of the Day: Jägermeister’s New Commercial Deserves a Great Big Bro-Hug

Richer story than you'd expect

Headshot of David Griner

When alcohol brands try to broaden their reach beyond their core crowd, the results can often be awkward or even laughable. The best ads are those that acknowledge the brand's base but create a story compelling enough to draw in new audiences.

That's the difficult balance Jägermeister achieves with its new U.K. spot, "Journey to Surf," from London agency The Red Brick Road.

While Jägermeister has a storied legacy dating back to 1935, it's primarily known these days as a shot of choice for "bros." And indeed, this ad brings us the story of a tight-knit group of guy friends heading off for some manly adventures.

But this is no 1990s Mountain Dew commercial about parasailing or base jumping. It's an artfully shot exploration of the icy wilderness, putting perseverance and determination above high fives and chest bumps.

After their epic excursion, the young men find an isolated watering hole and celebrate with shots of Jäger. Even this product payoff is handled well, keeping the focus on camaraderie rather than fetishizing the drink as the driving force behind good times or some equivalent nonsense.

Could this mark a new era for a drink that, while popular, has long seemed unapproachable to those unfamiliar (or perhaps too familiar) with the term Jägerbomb? This is a step in the right direction.


Client: Jägermeister

Spot: "Journey to Surf"

Creative Agency: The Red Brick Road, London

Creative Director: Richard Megson / Matt Davis

Film Production: Academy Films

Director: Seb Edwards

Editor: Sam Rice Edwards, The Assembly Rooms

Post Production: Scott Griffin, Ludo Fealy at Nineteen Twenty Post

Sound Design: Jim Griffin, James Cobbold, Chris Turner at Jungle

Media Agency: AMS Media Group

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."