For years I’ve felt that some of the planet’s poorest marketers were breweries. But while several beer brands continue to pummel us with exceptionally weak efforts (I’m talking about you, Miller Lite), brands such as Dos Equis, Corona, Stella Artois and Blue Moon have been serving up smart, strategic, entertaining advertising campaigns.
The latest example of out-of-the-can thinking is this viral video from Carlsberg beer. As of the time of this posting, it had received almost 8 million viewings, and for good reason. Like many great movies, this very cleverly conceived and produced video makes us feel a little uneasy in order to engage us deeply and make us empathize with its story. And the ending makes us feel good about everyone in the video, as well as about the brand that has just entertained us so royally. What’s more, it shows that brand in use, and makes us wish we were using it ourselves.
Maybe I’m a little biased by the fact that one of my favorite memories is having taking a 10:00 am tour of the Carlsberg brewery in Copenhagen on a break between graduating from business school and starting my career. What made the tour extra special is that I took it with the then-75-year-old brother of Jerry Siegel, the creator of Superman. Still, I feel I can objectively state that this video is, well, super.
Mr. Siegel, this Carlsberg’s for you!