Canadian Club Says 'Damn Right Your Dad Drank It!'
Unlike Oldsmobile which tried to distance itself from its aging audience with the "It's Not Your Father's Oldsmobile" campaign, Beam Global Spirits is embracing the older generation for its Canadian Club whiskey by exclaiming, "Damn Right YOur Dad Drank It." Created by Energy BBDO, the campaign will launch in November with radio, out-of-home, POS and print. Ads will appear in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men's Journal, Esquire, Outside and Men's Fitness in December and into 2008.
Hauling out imagery 60's and 70's imagery from actual Beam Global employees and positioning Dad as a once cool manly man, ads state "Your Mom Wasn't Your Dad's First," "Your Dad Was Not a Metrosexual" and "Your Dad Never Got a Pedicure."
Are we seeing a full-on return to the glory days of the hard liquor cocktail when beer was for factory workers and wine was for sissies? Can we now go back to the three martini lunch, pinch asses in the afternoon and have three more martinis at night while watching Mad Men? We might not get any work done but it sure sounds like fun.
Topic: Campaigns, Good, Magazine, Outdoor, Point of Purchase, Radio, Trends and Culture
Comments
Spot-on copy and love the vintage photography. A fun positioning attempt for a category dominated by the metrosexual imagery. Good job Energy BBDO.
This ad is great. can't wait to see whole campaign.
I think this campaign is great and very timely. Our AAF, Ad 2 Tampa Bay, AdBash event next month will be given a vintage Hollywood theme and I think people desire that right now. We are realizing that our parents and grand parents caused a lot more trouble then they freely admit.
I agree, these ads are the cows vagina (super cool).
These ads suck . They are misogynistic at worst and exclude women at best.
They are nostalgic for a time that never was.
Only Advertising people would like this crap.
Right, because there are no advertisements that exclude men. Pleeease. Way to post anonymously there... oh, AND use the word misogynistic incorrectly.
I think it's a great ad, since it calls on something that most men can relate to. Everyone thought that their dad could beat up your dad. If you're a boy, he was a god to you as a child. Mix in some James Bond style retro-imagery and you've got what men want to be.
Right, because there are no advertisements that exclude men. Pleeease. Way to post anonymously there... oh, AND use the word misogynistic incorrectly.
I think it's a great ad, since it calls on something that most men can relate to. Everyone thought that their dad could beat up your dad. If you're a boy, he was a god to you as a child. Mix in some James Bond style retro-imagery and you've got what men want to be.
The first time I saw these ads I laughed out loud for quite a while. BRILLIANT!!!