Many people make the mistake of judging a radio commercial against the backdrop of having seen a companion television campaign.
That’s a mistake — especially in this Age of Tivo.
First, the commercial.
Fact #1: This is a branding campaign.
(Surprising) Fact #2: It’s not a waste of money.
A successful consumer branding campaign requires a ton of money, a consistent message, and patience. Oh, and another ton of money.
This campaign isn’t about the hops and barley, nor the taste.
It’s about Image. Not Dos Equi’s image; the image that you, Mr. Macho Beer Drinker, would like to imagine as your own.
Good campaign.
The writing on this particular spot, however, is sloppy. Perhaps the creative team is running out of steam. But this super-sophisticated Most Interesting Man In The World — whose business card says, “I’ll call you” — has “tree houses”? Doubtful.
This, however, is a very interesting and unusually smart line:
“I don’t always drink beer, but when I do, I prefer Dos Equis.”
Of course The Most Interesting Man In The World doesn’t always drink beer.
But when he does….
When he does, does he insist on Dos Equis?
Nope. He prefers it. Maybe not every place serves it. But that’s the beer he prefers.
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Dan, you’re exactly right! I love that line because that’s how real people use products. Who What “cajones grande” it takes to advertise that your spokesperson only enjoys your product once in a while. When he isn’t drinking something else.
Hi Dan,
Sloppy writing? Of course you’re right but this is “new school” isn’t it?
The days of a “direct sell” are waning fast. It seems the goal is get your name/brand out there, let the “sell” be indirect, maybe even passive and when someone wants your product/service, they’ll remember you because you put it out there a thousand times. At least that last part may never change. ‘-)
I recently did some VO for a large wireless company where the writer was a 30 something (who also directed the session). After an hour of waiting for him and the client (who was obviously “older”) to review and re direct, I was asked to put more “sell” and energy back into some of the reads. This tells me that “Old school” and “New School” are trying to work together but “Old School” is still in charge of most of the checkbooks.