Drinkability: Just Wrong

December 22nd, 2009 by admin Leave a reply »

I must be getting lazy, as I’m picking on Bud Light for a second straight day. But if Anheuser Busch is going to continue to air Bud Light’s ineffectual “Drinkability” campaign, they must be lazier than I am.

Have you heard anyone talk about this campaign? As with Bud Light’s “Tailgate-Tested” campaign, “Drinkability” seems to have zero word-of-mouth buzz. Speaking of which, have you ever heard a beer drinker use the term “drinkability”? Let’s face it; this term was coined by Bud Light’s ad agency as a euphemism for “utter lack of flavor.”

The latest execution from this campaign shows a young couple about to leave home for a formal event. First the wife attempts to pin a boutonnière on her husband’s lapel, but it doesn’t take. (Super on screen: “Too light.”) Then she attaches the boutonnière with six or seven shots from a staple gun. (Super on screen: “Too heavy.”) We’re then told–rather randomly and illogically–about Bud Light’s “drinkability.” (Super on screen: “Just right.”)

Not only is none of this particularly funny, the staple gun scene comes across as downright sadistic. To make matters worse, the husband has a wispy mustache and sideburns that are straight out of a 1970s porn flick.

There’s a word that comes to mind when I think of the Anheuser Busch execs who let their ad agency convince them that this stuff would make for effective advertising: “Gullibility.”

5 comments

  1. Edwas says:

    Amazing! Not clear for me, how offen you updating your viewfromthe14thfloor.com.
    Have a nice day
    Edwas

  2. admin says:

    Hello, Edwas. I’ve been updating my blog every 2 or 3 days, but I plan to start doing so on a daily basis.

    Thanks for your interest!

    Best regards,

    John

  3. Edwas says:

    Interesting, I`ll quote it on my site later.
    Edwas

  4. MARoss says:

    Agreed, but you left out the only memorable thing from the add – the “staple” at the end of the add. It almost salvages the otherwise forgettable 30 seconds.

  5. I think I first came across your website via a link on Twitter.. I like the way you write and I am going to subscribe to read more when I can. Oh yeah, are you on Twitter yet?

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