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SuperBowl mystery: Will Shock-Top advertise, or just entertain?

2/6/2016

 
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...
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.

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    The Author

    Dan Fox is a real beer guy.

    For more than half his 30-year career at ad agency, Foote, Cone & Belding, he ran the Coors Brewing account. Leading a group of dozens of advertising professionals, Dan also personally wrote the Pete Coors "Somewhere near Golden, Colorado" commercials, designed the Coors NASCAR graphics, authored sales-convention speeches, and most important of all, formulated marketing strategy for virtually every Coors brand, including Coors Light, Keystone, Killian's Irish Red and more. His proudest achievement? "Our team had every Coors brand growing at once."

    Over his advertising career, Dan was personally involved in the analysis, planning and creation of thousands of ads for a variety of products and services. By way of this blog, he freely shares his expertise about what works, and what doesn't, when it comes to selling beer.

    If you're in the beer-marketing business--or just interested in the subject--you may want to read what "HeyBeerDan" has to say.

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