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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."