A good friend once derided a traditional agency Creative Director by saying, “he has never encountered a marketing problem that a sixty-second spot couldn’t solve.” If you’re reading this blog, you probably already agree with us: the role of the TV commercial is no longer primary. It’s merely one of many tools to apply on behalf of our clients. A mere cursory glance at our Case Studies will show you just how far we’ve moved away from the spot-centric universe that existed only a few years ago.

But does that mean TV spots have no role in our new media landscape? Of course not. If you have a clear, concise message for a product or brand that can be explained in 30 seconds, then go ahead and make that killer spot.

And that’s why I love beer commercials. The whole point of beer marketing is to influence–however slightly–a consumer’s split-second decision when he opens that refrigerated case. So the challenge for beer marketers is giving that consumer something positive and positively entertaining to base his choice on. They’re not selling Verizon FiOS, for crying out loud, just beer.

That’s why a lot of people love this ‘Dude’ campaign from Bud Lite. It’s a simple idea well-executed. It says positive things about the brand and doesn’t ask the consumer to do anything. Is it Apple’s Revolution? Of course not. But when we come up for air on an intricate project like My Home 2.0, it’s refreshing to sit back and just enjoy a mindless beer commercial like this:

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This entry was posted on Wednesday, April 23rd, 2008 at 9:00 pm and is filed under Traditional Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.