Two weeks back, Anheuser-Busch teased the ShockTop SuperBowl commercial, releasing this...
At the time, we said "we're encouraged by the obvious product-distinctiveness-grounded message surrounding the 'unfiltered' aspect of the beer." If not exactly dramatized amidst the humor, it was at least there. And as we have long said, without a provocative product-distinctiveness message, advertising has virtually no chance of success.
About a week went by, and then came another release. This was purported to be the brand's actual SuperBowl commercial, in "extended cut" form, 85 seconds in all.
See if you can tell what one word went missing...
About a week went by, and then came another release. This was purported to be the brand's actual SuperBowl commercial, in "extended cut" form, 85 seconds in all.
See if you can tell what one word went missing...
If you said "unfiltered," you nailed it.
Nearly a minute-and-a-half of funny, sometimes hilarious banter between comedian T.J. Miller and a ShockTop tap handle, without a single mention of that brand's sole point of distinctiveness.
The mystery
So here's the SuperBowl mystery: Will ShockTop spend $5 million to air an ad that simply entertains with a comedy-club bit. Or will they use that humor to get across ShockTop's distinctive unfiltered-beer claim?
Asked another way, will viewers just get some funny shtick, or an effective ad?
That's the mystery.
The answer comes tomorrow.
Enjoy the game.
Nearly a minute-and-a-half of funny, sometimes hilarious banter between comedian T.J. Miller and a ShockTop tap handle, without a single mention of that brand's sole point of distinctiveness.
The mystery
So here's the SuperBowl mystery: Will ShockTop spend $5 million to air an ad that simply entertains with a comedy-club bit. Or will they use that humor to get across ShockTop's distinctive unfiltered-beer claim?
Asked another way, will viewers just get some funny shtick, or an effective ad?
That's the mystery.
The answer comes tomorrow.
Enjoy the game.
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