And so to BrewDog, the punks who turned out to be bullies but are now desperate to prove they are punks again, with a new campaign which it claims is designed to show the firm’s “rebellious nature”, and no doubt rescue its reputation, too.
Created by Media Monks for the Lost Lager brand, the TV spot opens with a woman standing up on a “soapbox” of cans as she launches a tirade against the world: “We are lost. Lost in a world of false idols. Kneeling at the altar of artificial lifestyle ideals. Who do we think we are?
“We’re not Speedoed up socialites draped over the Italian riviera, with low calorie, high maintenance bodies, sipping the sun soaked simple life. We’re not the epitome of unattainable sophistication, clinking bottles with smouldering euro actors steeped in morally manicured lifestyles…”
Had enough yet?
Well, it does get to the point eventually: “We’re not mahogany scented, tuxedo tailored men of the world that grace us with scripted wisdom while smugly swigging Dutch heritage from a mass market discount beer…
“We’re not luxuriously groomed footballers frolicking in our corporate sponsorship deals. We’re not perpetually Insta-worthy. But while most of us blissfully sip pint after pint of poor crafted dreams…”
The ad wraps up with the flashing strapline: “Lost Lager. Real Lager. No Artificial Lifestyle Ideals.”
According to the official blurb, the film, directed by Taz Tron Delix, “shows a passionate plea against apathy and for authenticity. It celebrates BrewDog’s raw, authentic and rebellious nature”.
BrewDog brand and marketing director Lauren Carrol said: “With our ambitions you need a partner that not only understands our goals but also our voice. With Media Monks we found a fearless collaborator, who can provide solid data and brand strategy to support high quality and daring creative work. This campaign is a testament of that.”
Media Monks executive creative director Jimmy Blom added: “This constant expectation to live up to the polished lives and lifestyles of more successful, more beautiful, more well curated people than yourself, is frankly just exhausting. Why should you have to buy into that?”
So, what is the consensus around the Decision Marketing office?
Well, while we get the sentiment, why do they have to smash us over the head with a sledgehammer?
For god’s sake it’s lager, it’s not a revolution, it’s not going to change the world, and at 4.5% ABV, you will need a fair few to forget the planet’s problems.
BrewDog claims Lost Lager is the first German-style Pilsner brewed using wind power but sadly there’s just far too much wind and hot air in this ad; and to borrow Jimmy Blom’s sentiment, it is exhausting.
Decision Marketing Adometer: A “punk is dead” 6 out of 10
