Tag Archives: Matt Aselton

Cultural Leaders and Laggards, the problem with beer ads

I love this ad.  How quickly bashful behavior gives way to full-on performance.  And how this disappears (when the woman enters the store). And then reappears (when it occurs to our singer that there is a small chance the strangers might actually come listen to him.)

Funny. Human. With lots of little grace notes. The store is brilliantly cast. The singer is that perfect combo of surprisingly good and still terrible.  The way the woman rolls her eyes in “whatever” dismissal when she enters the store to find a man singing.

Beer advertising has been the bad part of town when it comes to cultural creation and creative ingenuity.  TV with the advent of really good shows and new nuance has stolen the lead. Now it can be really painful to move from good narrative to bad advertising.

Beer advertising has been especially trying on the gender theme. As Bob Garfield has pointed out, beer ads treat men in a way that’s patronizing and diminishing. In a really symmetrical universe, men would protest this treatment with outrage and boycotts.  (Or at least roll their eyes in “whatever” dismissal.)

Beer advertising has been tone deaf when it comes to culture. Yes, some guys continue to act like dolts, and all guys treasure moments of deep, unapologetic stupidity at least some of the time. But beer advertising has to wake up and come to grips with the revolutions taking place in the world of maleness.

There are all kinds of things, a new feeling for play, wit, creativity, multiplicity and, yes, performance. Which brings us back to this Miller Lite ad which acknowledges this new development with just the right combo of tender heartedness and ruthless scorn. Very male that.  (Or maybe not.)

Hat’s off to MillerCoors Chief Marketing Officer Andy England and  TBWA\Chiat\Day LA and director Matt Aselton of Arts & Sciences.