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.”

The spot will begin running on spot cable on Comedy Central, ESPN, Fox Sports and TBS. There is also radio support and additional TV spots in the works, a McCann representative said.

In statement, Stephen Ward, marketing director for European brands at Bass distributor Labatt USA, said, “To really make a lasting impression in the beer category you have to stand out from the crowd … Bass is an icon of taste and quality. In this campaign we’re lightheartedly saying that Bass is so great that it can change an iconic bad guy, like the Grim Reaper, for the better. It can give him a whole new positive outlook on life.”

McCann won the account in July following a review. Universal McCann handles media.

Ad spending was not available for the campaign, but Labatt spent about $5 million on Bass last year, per TNS Media Intelligence/CMR.

Labatt USA is located in Norwalk, Conn. Its other brands include Labatt Blue, Rolling Rock (also handled by McCann), Dos Equis and Tecate.