Moe's

“Wake me up when we’re cool.”

What is it about spirit’s that leads to advertising that makes fun of people? Well, I’ll tell you. Since advertisers are not really allowed to talk about the intoxicating effect alcohol has on folks copywriters are left with two options: 1) taste and 2) badge value.

How this usually plays out in the massive beer category is that crappy brews (Bud Light, Miller Lite, Coors Light, etc) create advertising featuring communities of young, comely and predictable partygoers, who are “up for whatever” and dig silly new bottle designs and “frost brewing” or other made up brewing techniques. Watered down taste is mitigated by the beverages ability to enable your inner douchebag. I worked on these brands and am guilty of perpetrating such goofy myths. I still remember the copy: “The clean, fresh taste won’t fill you up and never lets you down.” Quality beers like Guinnes have a better creative history, either forging terrific myths or speaking to history, heritage and authenticity. Generally speaking, spirits follow similar narratives.

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Insert blue joke here…

But within these story arcs we see an ever-widening genre, one that mocks or belittles groups of people who just don’t get it. The “it” changes all the time. When I worked on Johnnie Walker Black and Red, I created two campaigns that endeavored to define “it” for each product. For the more expensive Black label “it” was “Welcome to Civilization.” Black Label drinkers were gentlemen. Everyone else wasn’t. For the cheaper Red Label “it” was an attack on political correctness. According to my ads, these drinkers blew cigar smoke in your face and were proud to be red-blooded men. Or some shit…

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COPY: “Our drinkers are men of depth and substance. Which puts our advertising agency at somewhat of a disadvantage.”

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That’s telling ‘em!

And now we see ads for various spirits taking to task “hipsters” and status seekers. This is tricky. By definition hipsters are cool. That means “it” already is a badge. But for one reason or another this particular “it” has become tiresome. Skinny jeans. Plaid shirts. Ironic beards. Fedoras. Talk about low-hanging fruit. Yet, the attack is specious. Taking down cool people to be cool makes one just as douche-y as the target, casting the hero as a hater, and haters; well they’re lame.

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Ooh, the tagline has a cuss word…

Now have a look at this new campaign, from Smirnoff.

We see the bar literally turn from bad trendy to good trendy. Huh? Other than a few more black guys and brighter lighting I can’t tell the difference between the cool kids and the douchebags. I don’t drink anymore but if I did I wouldn’t be caught drunk in either of these places. I didn’t like to drink and dance at the same time. And with that racket how could I hear myself lie?

#I’mConfused

Next up we’ll see a campaign that celebrates dive bars and sleazy authenticity. And after that one that makes fun of it.

For an extraordinary article on “Hipsters and the Dead End to Civilization” read this: https://www.adbusters.org/magazine/79/hipster.html

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“if you go chasing rabbits…you know you’re going to fall.”

“What’s your wild rabbit?” is the enigmatic question posed in Hennessy’ ad campaign from revered agency Droga5. I’ve seen these ads for some time now on marquee billboards, in national magazines, even as films. And while I admire agency and client for going all-in with a high concept (clients typically insist on showing drinkers drinking) I don’t get it. Not really.

Yes, of course, on a poetic level I know what the copy is saying: that the “wild rabbit” is a metaphor for your passion. And, because liquor ads are never wrong about these things, we’re supposed to find ours. Masculine icons like filmmaker Martin Scorsese (Raging Bull, Taxi Driver) and fighter Manny Pacquiao reveal what their wild rabbits are. In some ads the body copy overtly describes what the “wild rabbit” is: “It’s the voice that keeps you up at night…lurking in the corner.”

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Yikes! Given all that lurking who wouldn’t need a drink?

Joking aside, I cannot salute this creative flag. (I want to. For its chutzpa alone.) Yet for me this is a well-hit ball that just goes foul.

Chasing rabbits seems like pipe dreaming. It evokes the notion of big plans gone to seed. Of men sitting in dark corners getting hammered and talking about tomorrow. But tomorrow never comes, does it? Just despair. That’s what I get when I take in these melancholy photographs and the dark prose. Are we not taught to avoid going down rabbit holes?

In the famous movie Harvey, Jimmy Stewart plays an alcoholic with an imaginary rabbit for a friend. He’s found his wild rabbit and it leads to the booby hatch. Some years later Grace Slick warned us about chasing rabbits in her iconic song White Rabbit about a bad acid trip. In the context of booze advertising, don’t rabbits seem wildly inappropriate? In addition, every time I hear the phrase “wild rabbit” I think of Wild Turkey bourbon. That can’t be good for business.

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I’ll have what he’s having. -From Harvey

Maybe I’m missing something. After all, Droga5 seldom botches. When I was researching this campaign I found a nifty piece on a blog called Breaking Copy.The author is gung-ho about the campaign but I don’t buy his analysis. He writes the campaign “feels familiar, tapping into a shared cultural memory of Alice In Wonderland and the woodlands of Old Europe. It’s also a little bit sexy — after all, what are rabbits known for?”

The blogger mentions two other well-known references –which are fair. The first being Alice in Wonderland. It’s been a long while since I read the fable but, to my memory, Alice gets into a world of trouble chasing her wild rabbit. I believe the negative phrase “going down a rabbit hole” stems from her massive tribulations down there. Still, Wonderland is ultimately a magical place where creativity, imagination and personal freedoms are celebrated –perhaps to a fault. In any event, I’m willing to concede getting stoned on cognac can be a wonderful experience. Was Droga5 trying to tap into that? As in Lewis Carroll’s story maybe the indirect homage to inebriation is intentional. After all, liquor ads cannot go there directly (that’s why they are so hard to do). But then why the prizefighters and movie directors, this idea of “bringing something into the world?” It’s muddy.

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“Can we see some ID?”

His second “a little bit sexy” reference relates to bunny rabbits’ affinity for reproduction. I suppose on one level getting drunk and chasing “tail” is akin to “breeding like rabbits” but I’m very certain this has nothing to do with Hennessy’s message, even on a subliminal level. What do you think?

The blogger ends his discussion by stating the campaign’s intent can be summed up in six words: “Getting white people to drink Hennessy.” He actually may be on to something, albeit possibly racist: that white folks will appreciate the brand’s enigmatic approach more than black people. However, this takes me back to my original concerns about the campaign. Namely that rabbit holes, imaginary drinking pals and the Jefferson Airplane paint pictures most Anglo Saxons would find upsetting. They may be reasons to drink Hennessy but they strike me as the wrong ones.

Hard liquor has found it’s way into the mainstream of commercial advertising. Granted, it’s been hauled up through the back door, via You Tube and social media, where they don’t check ID’s. But bourbon, whiskey and tequila have found their way onto film. Like these films or not (and I mostly don’t), they are becoming ubiquitous.

Fancier brands like Kettle One are already on TV. “Gentlemen, this is Vodka.” We also have this semi-famous dude making fun of commercials in a commercial for 1800 tequila.

Johnny Walker made a lovely opus out of their Keep Walking campaign, by far the best of the lot. And there are others with still more coming.

for better or worse, the prohibition is over.

Not so very long ago, this would have been unthinkable. Broadcast was the providence of light beer and mediocre wine and it was heavily regulated. Among other things, you could never, ever show a man actually drinking. You still can’t, which I find strangely ridiculous. Even the barrage of new films pimping rot-gut honor this antiquated code. A sexy babe pours Hornitos all over the place to seduce her neighbor but none of it in his or her mouth. It’s left to the imagination, like soft core pornography: everything but the “proof shot!” And yes, the pun is intended.

Though I haven’t had a sip of anything harder than Red Bull in nearly ten years, I’m no prude. I think it aces that hard spirits are making commercials. More work for us! I just wish the commercials weren’t so deushy. I would love to see a tequila commercial evoking its rich history and magical powers. Its voodoo if you will. Horny, tough guys get old. Fast.

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