Are you a hipster or a hater? Check out the latest alcohol advertising to find out.
October 2, 2014
“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.
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…
COPY: “Our drinkers are men of depth and substance. Which puts our advertising agency at somewhat of a disadvantage.”
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.
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?
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