This new TV spot from Weiden & Kennedy for Southern Comfort is turning some heads. It debuted a few days ago on TV and has been bouncing around the internet making people smile since. If you’re a filmmaker or a photographer and this doesn’t make you want to create something original – I don’t know what will.
Ad Age Reports:
Neal Arthur, managing director at Wieden & Kennedy, contrasted the spot with other liquor ads that he said create “contrived images of the consumer.”
The “consumer that we were talking to [is] really just looking for the confidence and the appreciation for being as you are,” he said. “We very intentionally tried to create work that isn’t ‘trying’ and doesn’t feel like it is contrived in any way.”
If it doesn’t grab-them-by-the-throat imeadiatly, you’ve lost the viewer. By the time the product is revealed, the channel flipper is watching another channel.
They may win a Cleo, but I doubt it will sell much product.
So agree.. I couldn’t remember the drink…!!!
I’m currently studying advertising and I’ve always been impressed by W+K. But this ad sucks. They could’ve got the point across in 15 seconds, but it goes on and on. I expect better.
I totally agree with R. Lutz. The song was cute, but dude walking on a beach for what seemed like an hour is not that interesting. And for them to say this isn’t a “contrived” image is bullshit. Having a tubby dude in a speedo with dress shoes on, a mustache, and the 70’s glasses is a totally contrived image. That’s not what the average consumer looks like. Gimme a break.
Well they certainly have people talking and that is exactly what advertising is all about. You are thinkin’ about Southern comfort. Anddd…who hasn’t seen a guy like this at the beach or the pool? Some of us still have an uncle or two just like him,,,lol. not sayin…just sayin. Only thing missing is the gold chain .PERFECT. Love this ad.
how do you know what the average consumer looks like? …..if you knew you would be a millionaire!
this is the best advert possibly ever – it deserves all the attention its getting and you are giving it some too!
You don’t know much
This is the Type of really cool People that i want to Portrait. 🙂
I remember Southern Comfort from my younger years..in a word…Smooth.
Hearing it for the first time but looks super cool.
Looks like he has a dead mouse stuck down his knockers!