July 29th, 2010
How to Tell Your GF You Aren’t Having Beer With Friends
I’ve always thought that a brand is much more than which cereal or car you buy. You buy something greater than a product or service. With a brand you buy into the experience. I saw an interesting documentary on Hugh Hefner yesterday. He didn’t just create a magazine. He created a brand. He became the brand himself and manifested its philosophy into everything he did.
This brand experience building is precisely present in the next brilliant ad from Argentina. This beer ad for Andes is a clever piece of creative. It is a full embodiment of the brand and the brand promise (fun with your friends, without any annoyances). Andes put booths called Teletransporters across various bars that create ambient sounds for when your girlfriend calls and you don’t want her to know that you are at the bar with your friends. This, people, is where advertising is heading. Thanks to Kruti (The Krut) for pointing this one out.
Eric Lifson is an Account Coordinator at Cossette Communications on the National McDonald’s account.
He holds an Honours degree in Communications Studies from York University and is a graduate of the Creative Advertising program at Seneca College.
He is passionate about his work and is constantly digging up the latest in advertising, marketing and digital/interactive media. Enjoy!
