Sorry Beck's, but Saying 'Different by CHOICE!' Doesn't Make it So


To draw attention away from its absence of a sound position in the beer market (unless "favorited beer of the band 'Black Label Society'" counts), Beck's tries wearing the message "Different by Choice."

This new spot -- produced by Anonymous for agency Lowe Worldwide & Partners -- compares the mediocre green beer to avant-garde painters, punk rockers and the VW bug, among other subversive cultural icons.

To seal the deal, Beck's dubs itself "The beer that said no to compromise." A second later, "No to anything but all natural ingredients."

Sounds like the team forgot to settle on a position again.

Not that it matters. What was it Margaret Thatcher said? "Being powerful is like being a lady. If you have to tell people you are, you aren't."

by Angela Natividad    May-21-08   Click to Comment   
Topic: Brands, Campaigns, Commercials, Television   

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This ad enrages me because of how pretentious and false it feels, but I'm sure it will go over well with the punk rocker, base jumping, Beetle driving citizens of Tokyo.

Posted by: Nik on May 21, 2008 2:18 PM