St. Pauli Girl Plays 'Guess A Model'
In its new campaign, dubbed "Drop Dead Refreshing," St. Pauli Girl is playing a little game with us. Front and center in the brewer's new print campaign is the image of a model Photoshopped to look like beer. As an added twist to the campaign, the model is said to be "renowned and popular" and those who care, can guess the model's identity on the brewers website. Her identity will be revealed this spring.
Look for the ads in March and April issues of Esquire, Maxim, Men's Health, Playboy, Rolling Stone, Backpacker, and Sports Illustrated. Other campaign images are here and here.
Comments
1st link broken. 21 should be 2.
drop dead refreshing? really? such a great tag for an alcohol?
The beer may be refreshing, but the ad ain't. I did the exact same ad in College 4 years ago for Labatt Ice, only to remove it from my portfolio after seeing the exact same ad in an issue of Maxim. It was for Michelob. The girl's clothes had been overlayed with the beer image, as well as her hair. The rest of the ad was grayscale. In the back was a nice big watermarked Michelob label. I know there's no such thing as originality anymore, but to produce the exact same visual (even if there is a different strategy behind is) is just plain lazy.
The beer may be refreshing, but the ad ain't. I did the exact same ad in College 4 years ago for Labatt Ice, only to remove it from my portfolio after seeing the exact same ad in an issue of Maxim. It was for Michelob. The girl's clothes had been overlayed with the beer image, as well as her hair. The rest of the ad was grayscale. In the back was a nice big watermarked Michelob label. I know there's no such thing as originality anymore, but to produce the exact same visual (even if there is a different strategy behind is) is just plain lazy.
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