The premise of the ad is that as a young man Marco won a medal in the Olympic Games and now each year the villagers gather to watch him race against the pint. It takes 119.5 seconds to pour the perfect pint of Draught Guinness so that’s how long he’s got to swim from a buoy in the bay back to shore and sprint to the bar before the barman finishes pouring the pint.
The celebrations that begin as Marco drinks his well-earned pint just go to prove that ‘good things come to those who wait’.
For younger adults it was just so cool to see this old guy still performing and clearly still up for the swim even though his brother gave him a little bit of help so that each year he won the race against the pint. For older consumers it was an ad that had a product message in it, which was ‘good things come to those who wait’. In other words it was an enjoyable product with good taste values and coincidentally there is a guy there who is a good role model for people in their fifties as he shows that he is young at heart.
Well Anheuser-Busch seems to like the combination of old male and wet. It had a full-page ad in a recent issue of AARP Magazine showing an athletic 50-ish man climbing out of a swimming pool with goggles on his forehead. A glass of beer sits next to a bottle of Michelob Ultra in the upper right corner. The tag line says: "If this is your fountain of youth, this is your beer."
Don’t ask me to explain why the body of a wet older man sells beer but it seems to have that result.
The details about the Anheuser-Busch ad appeared in this article. You might need to register to view. Dick Stroud: www.20plus30.com
Guinness
What is it with beer
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