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:
In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]
HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]
SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]