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.
April 23, 2010
In my opinion, one of the most despicable forms of direct marketing is the solicitation disguised as personal correspondence or, worse yet, a gift of money. You know these pernicious pieces of mail by their cursive typefaces made to look as if a real person actually wrote them. Other tricks include admonishing receivers to “open immediately” for “critical time sensitive” information! Using real stamps instead of inked postage. Or stationary that appears personal as opposed to commercial. Anything implying a person created the letter as opposed to a machine. All of it done to improve the chances of an unwitting consumer opening the letter. As far as I know this is legal, like putting snag hooks on a fishing lure. But I don’t like it: not because I’m worried about all the pour souls getting duped but, rather, that we as marketers resort to such tactics in the first place. It just ain’t right.
Lest you think this unruly approach is limited to paper mail think again. Unfortunately, the ‘faux personal’ is rampant in the digital space as well. And here it is not always legal. We’ve all met the Nigerian Prince and his lost inheritance. (Does this ruse still work?) But there are more subtle tactics being employed, similar to the direct mail provocations mentioned above. Spam email of course dominates this cesspool.
Yet, nefarious marketers have found ways to circumvent our good judgment and spam filters by pretending to be someone they’re not and then tagging their notes with an email address or a URL. What’s more insidious is that they’ve begun sending these bogus comments to blogs. Most open by offering praise to the blogger’s post.
Below is one such “comment” which I received several days ago on this very blog. I’m printing it word for sometimes misspelled word and including the perpetrator’s contact information. Irony of ironies, it belongs to a law firm!
Author : nomoreaccidents (IP: 126.96.36.199 , rdns01.abdicar.com)
E-mail : firstname.lastname@example.org
URL : http://theaccidentlawyers.com
Whois : http://ws.arin.net/cgi-bin/whois.pl?queryinput=188.8.131.52
Long time lurker, thought I would say hello! I really dont post much but thanks for the good times I have here. Love this place..
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