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.
