For the inaugural Asinine Ad review I have chosen the above ad by Southern Comfort, which is really just one of a series SoCo produced with this theme.
First, let's talk about this guy, specifically what he's wearing.
We see a rotund man hanging out by himself, wearing boots (look at those boots! Why is he wearing those shoes at the beach? I need to know.), a very fashionable maroon speedo and some great sunglasses. Clearly, we are supposed to think, this is a man who does not care what he looks like. I don't know him, but he seems cool. He get's a pass from me on the boots.
Slowly, the camera zooms in on his glass until we see it is a rocks glass, with the advertiser's brand printed on it, holding a limp flag. For the last few seconds of the ad a convenient breeze comes along to let us read the commercial's slogan from the flag:
What I love about this ad is its simplicity- its just one shot, one guy holding a cup of peach flavored whiskey, all set to a really, really soulful song. I think the music really does wonders- without much else going on in the ad we're left to enjoy Odetta's lovely voice.
As one who enjoys his soul music every once in a while, this ad (series) scores major points with this gem of an oldie.
Ultimately I think the producer's achieve their goal: getting us to associate their brand with the breeziness of summer and not being concerned with how others perceive us. There isn't much "action" in this spot, none at all really, but the concept is fairly captivating at the use of "Hit or Miss" makes this one a winner overall.
B
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