Once upon a yesterday, I was scrolling through my Twitter feed, when I happened upon a tidbit from DRAFT Beer Editor Chris Staten. It pointed to his recent post, “The Most Theatrical Beer Ad Ever.”
Being the theatrical sort of guy I am, I clicked over to check it out. The video in question was a minute and forty-four second epic piece in support of Stevens Point Black Ale. It was theatrical. It was beautiful. It was blockbustery:
While he was at it, Staten pointed us to “The Most Insane Beer Ad Ever,” a one minute and nine second tout of Flying Dog’s Wildeman. It, too, was really cool. Insane, even:
Before clicking “publish,” Staten posed the question, “Is this craft beer advertising grown up?”
I don’t think so. It’s just craft beer people being creative and having fun. Sometimes they do it with beer, and sometimes they do it with videos. Nowadays, just about anybody can cut together a sweet piece of video and nab themselves a piece of viral attention. The trend of breweries producing clever videos to promote their products and lifestyles, sometimes expertly done and sometimes not, will continue, to be sure.
I like it. It’s fun. It’s entertaining. But I couldn’t help but notice how similar to macro advertising these two spots were: They don’t really talk about the beer. Isn’t that one of our primary bitches about how the macro guys sell their products?
Clever? Yes. Cinematic? Yes. Pot calling the kettle black? Perhaps.