Recently, an advertisement for beer was pulled off the airwaves. In the ad, a clutch of skiers are enticed to go off the beaten path (the main runs on the hill) by alcohol advertisers, who are pulling off a marketing stunt.
Diverging from established runs is known in the ski world as ‘going out of bounds‘. A risky proposition, as search-and-rescue teams would have trouble finding/aiding a hurt or lost skier if they were in the unknown wilds of a mountain range. Plus, off of established runs, the chances of a mishap are higher.
The risk the skiers take within the beer ad is of course, rewarded by the ‘discovery’ of a hidden helicopter. The chopper promptly loads them in, and brings them to an incredible vista where they have a spectacular experience. The leap in logic is that this particular brand of beer leads to excitement. An amazing adventure is just a sip away!
Let’s recall a few themes from beer ad campaigns:
- hidden bars deep inside glaciers and mountains, where amazing parties are happening right now!
- becoming a moving part in a life-sized video game
- secret research institutes creating clever products to help evade hard work
- sexy, scantily-clad persons of the opposite sex who LOVE beer drinkers
- incredible tales of survival across breathtaking landscapes
- instantly available beautiful beaches, materializing from the first swig
- the funniest, most absurd, most clever situations ever
- raucous, insanely exciting sports events
- beers that make you wise, desirable, intelligent, or cooler than a cucumber
Maybe it’s just me, but the farther I work down this list, the more preposterous it becomes. It’s beer, folks. Extreme athletes, karate masters, elite mountain climbers and robot scientists probably drink a lot less of it than the rest of us…