Most beer ads play on two things – taste and humour to cajole (they’re typically male) audiences to one brew over another.
But a new campaign from the Heineken-owned Amstel Light in the US has decided to play in more trickier territory – male friendships.
The ad stars American golfer Phil Mickelson who offers amusing tips to a hapless golfer on how to he can improve his mate pool.
The ad, clearly aimed at older beer drinkers, seems to have abandoned the 20-somethings who are continually shunning beer for other alcohol choices such as the booming hard seltzer category.
Called “In the rough”, the ad’s the first in a series of spots that also includes print, radio, out-of-home, digital and paid media and a series of contests that will be announced through the hashtag #FriendswithPhil.
Check out the awkward fun below:
