Craft-beer TV ads: We rate three

Yes, we know the ever-changing definition of "craft beer" doesn't embrace two of these three brands. Heck, some elitists of the smaller-is-always-better religion would rule out all three. But ask any craft brewer-- large or small-- what they want to accomplish in the coming year, and they will be unanimous: They all want to get... bigger!

So, as something of a public service to these aspiring craft brewers hoping to grow enough one day to invest in television ads, here's our take on the commercials from three craft brewers who already are that big.

These are some of the latest TV ads for Sam Adams, Blue Moon, and Shock Top. Each brewer takes a different approach. So, how do they stack up?

Awhile back, we laid out our three key criteria for deciding whether advertising was effective. Our Job#1 evaluation said a good ad would meet at least two of three tests.

1) Did the ad engage you? 
2) Did it make you think the advertised brand was special? 
3) Did you learn anything about the brand?

"Job#1" craft-beer ad ratings

Shock Top, in appearing to be the most like standard beer advertising, spends too little of its energy on the beer's distinctiveness, and too much on a "real guy" story that's not all that compelling. It fails on the Job#1 criteria, but perhaps worse, looks and feels like a big brewer's work. Scoring on "made the brand special" is absolutely essential for craft beer advertising.

Sam Adams and Blue Moon both pass the Job#1 tests. 

But of all the ads, only Blue Moon excels with both distinctiveness in the message, and distinctiveness in its delivery. The ad that reaches for the moon sets a lofty mark for craft brewers eyeing the big time.

"Artfully crafted" indeed.