Miller Lite – “Scooter”
This week we focus on a little alcohol. Just a little though, we need to be able and finish this post, of course. First up is a TV spot from Miller Lite, which is part of their “Man up “series. The entire series itself isn’t all that funny, maybe slightly humorous, but the latest “scooter” ad is probably the best one.
Obviously if you drink beer and you’re a man you don’t drink lite (or light) beer. BUT, if you must drink this watered down version of beer, then the only choice is Miller lite – otherwise, you’re simply not a man at all. Our only problem is that it seems almost ALL lite/light beers say the exact same thing. That get’s confusing…real confusing, especially if your a noob at being a man and drinking lite beer simultaneously. We also wonder what the growing population of hipster men, who love scooters, think about this ad.
Although there is nothing we find inherently bad about this or the previous “man up” miller lite commercials, it should be stated here and now that it doesn’t matter what lite beer you’re drinking, you’re still a man, but a man lite. Don’t worry women, we didn’t forget about you – you don’t have to debate about drinking lite beers, you’re all counting calories already, anyways.
Cîroc – “Diddy Jumps a Bull”
A short spot, but it hits the sweet spot for us. We’ll skip the obvious – we can’t keep up with all the Diddy name changes to save our lives and get right to the chase, or should we say, jump?
Cîroc is a French vodka which heavily advertises it’s smoothness with motto’s such as “perfectly smooth”. In 2007 they brought on Sean Combs, otherwise (now) known as Diddy (formerly Puff Daddy, Puffy, P Diddy) who became the brands ambassador. About a year ago, Cîroc worked with Diddy on the “Smooth Talk with Diddy” tv spots where he gives advice on how to be smooth. Sound familiar? Maybe Keith Stone’s “always smooth” or practically any other brand ambassador for alcohol you tries to tell you how to be a better person.
This ad fits into the common viral “did that just happen?” format (the answer is almost always: “it didn’t”). That said, it’s fun to watch Diddy run and leap over a bull while doing a front flip, coming up unscathed and surprisingly not very dirty. Although the commercial is directly referencing the smoothness at which Diddy performed this difficult feat, it’s also a tip of the hat to the french “bull fighters” who run around the arena and try to steal a ribbon from the bulls forehead (the bull is never hurt or killed).
Of course, there is something a bit disappointing about the commercial and that’s the fact that Diddy obviously did not actually do the stunt. It is very convincing up until the point where the ad cuts to a close up of him as he walks away, at which point it becomes very clear that his head has been digitally placed onto the actual stuntman’s head. We’re not saying many people would believe Diddy would actually do this, but the ending is just too much of a dead give away for us.
All around a quick, fun and to the point commercial that’s got a touch of pizaz. All we ask is that alcohol commercials consider toning down the “this is why you’re not cool” act. Maybe the house of Taman can teach us how to be smooth without telling us we’re actually not very smooth.
IQ – “Smoothness”
This is a surprise commercial, and it is by far the best of the lot, but for reasons that were very unexpected. It’s not very often a commercial comes around and completely blindsides you without humour and without trying to be too dramatic.
This spot hits the nail pretty well on the head and makes its point even more so. Hooking the viewer in with your average “goes down smooth” alcohol commercial. If you’re not sure what we mean…refer to the first two video’s we posted. As shown above, it is an all to common theme that never really discusses the alternatives to going down smooth.
What will get the viewer about this commercial is that it’s not a commercial for the consumption of alcohol, it’s about the effects of the consumption of alcohol. Everyone sees or hears the small disclaimer at the end of each commercial advertising alcoholic beverages which carefully reminds us to “drink responsibly”. IQ takes that little disclaimer and practically shoves it in your face with a slap of reality. It’s well done and should probably be done more often, maybe even from a real alcohol company. Lastly, it’s a note of interest that this is NOT an American commercial, but a Swedish one. Foreign commercials always seem to get things right in a much more up front and honest way…maybe we’ll try to explore that another time with our weekly roundups.
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