Before we send our inaugural (and not-yet-coveted) "Mug of Win" to the best beer ad campaign of the year, let's go back seven years and watch a beer commercial nobody would ever honor.
Young adult guys... getting ready to go out drinking... end up instead sitting on a couch watching porn. A commercial that nearly screams, or more accurately, yawns "ordinary." Worse, the only statements made about the advertiser's beer are one actor's, "Wow, that tastes great," and a final forgettable billboard: "Mighty tasty." The brand name of the beer being advertised is not even spoken once.
Sounds like a beer ad you might've seen before, right? But from which brand? Maybe Bud Light? Or Miller Lite?
Take a look...
That good decision is only part of the rationale for awarding this campaign the "Mug of Win." The other is the arguably more difficult decision to stay with this strategic brilliance year in and year out. Once again, the owner made the right call. Seven years later, "For the Love of Beer" continues to deliver on its original strategy.
In place of these way-too-common elements in ordinary beer advertising, all the "sex appeal" and magic is saved for the beer and how it's made. This Sam Adams campaign is all about conveying the facts supporting how special and different the beer is. And then there's that bit about having an owner who knows his beer, and his own mind. Talk about different from Big Beer!
Not to mention driving year-after-year of dramatic sales growth.
That's a real "mug of win."