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The BEST Ad of the year...

by BudaBrit
7 replies
Hello again everyone. Things have changed around here, let's try to spice it up again!

Adweek, that great purveyor of promoting crappy advertising has proclaimed its top ad of 2014. According to them, it's not even an ad. Say hello to Newcastle Brown Ale (or as I know it, Newcy Broon).

The Best Ad of 2014 Was Brilliant and Subversive, and It Wasn't Even Real | Adweek

Now, I'm not your traditional ad copywriter. I didn't bill myself as such when I got hired and it seems it was the primary reason why I was chosen for the role. So when I look at this, I just go...meh.

So, who can shed some light: why is this good? Or why is it not?

It got some buzz, sure, but would it lead anyone to buy?

For beer, I was talking to someone who's produced the ad campaign for a summer variation beer here in Hungary. It just so happens that the beer in question is quite good.

Yet, for me, the campaign sucked. Balls.

Why? Well, it was a bloody beer ad. They spent loads on making a video of young people having fun in the sun near a lake with some beer. Yes, that's exactly what will sell beer.

No wonder so many ad agencies aren't doing so well...


So while I may have opened this "rant" by asking why that Newcy Broon ad campaign was any good (or not), I really want to know where you all think marketing is going.

Personally, I don't think you can separate marketing and advertising any more. I feel that the whole shebang needs to be managed under one roof. Advertising has to have a purpose and I feel too much of it is just ideas nowadays, rather than a concept that's been thought through to finish.
#year
  • Profile picture of the author Raydal
    Sometimes making fun of advertising works its magic of disarming
    the prospect, because he now knows that you know that he knows
    you are trying to persuade him to take action. Your admitted "failure"
    then makes you seem more authentic.

    One way I've seen this done online is to analyze/critique the same sales letter
    for your prospect that you are using to sell him.

    -Ray Edwards
    Signature
    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author BudaBrit
      Originally Posted by Raydal View Post

      Sometimes making fun of advertising works its magic of disarming
      the prospect because he knows that that you know that he knows
      you are trying to persuade him to take action. Your "failure" then
      makes you seem more authentic.

      One way I've seen this done online is to analyze/critique the same sales letter
      for your prospect that you are using to sell him.

      -Ray Edwards
      But to sell beer?

      We had the bank ad, someone posted it on here, too, I think. Now that could work as someone may then keep that bank in mind (although the CTA was lacking, whoever pointed it out).

      For a beer, though? Yes, I do usually think of one particular brand, but that's only because I haven't got many choices here. I have never seen an advert for it.

      Yes, it does differentiate the brand, but would it influence sales enough to cover the outlay?
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      • Profile picture of the author Raydal
        Originally Posted by BudaBrit View Post

        But to sell beer? ....

        Yes, it does differentiate the brand, but would it influence sales enough to cover the outlay?
        According to the article the ad was effective because it won viewership,
        which is what companies are paying for when they purchase a Super Bowl
        ad. So they got around this by making fun of the cost of Super Bowl
        ads. Which, by the way, most 'ordinary' people think is ridiculous, so they
        are tapping into a common emotional wave.

        So in essence, they are saying, "Don't think that our product is not as good
        as those other guys who waste money on expensive Super Bowl ads. We
        are just as good or even better, but we are frugal."

        -Ray Edwards
        Signature
        The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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      • Profile picture of the author NickN
        Originally Posted by BudaBrit View Post

        But to sell beer?

        We had the bank ad, someone posted it on here, too, I think. Now that could work as someone may then keep that bank in mind (although the CTA was lacking, whoever pointed it out).

        For a beer, though? Yes, I do usually think of one particular brand, but that's only because I haven't got many choices here. I have never seen an advert for it.

        Yes, it does differentiate the brand, but would it influence sales enough to cover the outlay?
        Those dumb Budweiser frog commercials in the '90s reportedly increased sales for Budweiser. Here is an article about it. In the American beer market, irony and comedy can really help sales if done right.
        Signature

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  • Profile picture of the author Alex Cohen
    Originally Posted by BudaBrit View Post

    They spent loads on making a video of young people having fun in the sun near a lake with some beer. Yes, that's exactly what will sell beer.
    I wouldn't be so quick to poo-poo that approach. If their target market sees the commercial enough times, they'll subconsciously associate having fun with the brand. And that WILL sell beer.

    As much as many direct response copywriters dislike admitting it, well-funded image advertising does work.

    Alex
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    • Profile picture of the author Cam Connor
      Originally Posted by Alex Cohen View Post

      As much as many direct response copywriters dislike admitting it, well-funded image advertising does work.

      Alex
      You'd have to be an idiot to deny that, but still, you can't measure it in effectiveness, only in your emotional response to the commercial itself, which may or may not compel you to purchase the product.
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    • Profile picture of the author BudaBrit
      Originally Posted by Alex Cohen View Post

      I wouldn't be so quick to poo-poo that approach. If their target market sees the commercial enough times, they'll subconsciously associate having fun with the brand. And that WILL sell beer.

      As much as many direct response copywriters dislike admitting it, well-funded image advertising does work.

      Alex
      Sure, if there weren't already ads showing a similar ideal running for all the other beers.

      Surely the aim, in this case, is to stand out. Especially when theirs is one of the few different beers you can get here without paying excessive prices for imported British, American, Belgian, etc.

      Which brings me to the Newcy Brown. Sure, it differentiates itself, but what good is that going to do to the beer market?

      Look, I will admit I don't know how that works in the US, though. In Britain, the beer lovers have tried a lot of beer and know which ones they like. They will buy based on impulse and/or offers. The lager drinkers generally have a favorite brand, but will buy whichever is on offer.

      If the US is far more brand conscious on beer (I imagine they are), then I can kind of see the point, even if I don't particularly agree with it.
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