Ever noticed how people in alcohol ads are never actually drunk?
Happy, yes. Convivial, yes. Full of good cheer, yes. Mellow & reflective, yes, albeit only in ads for very old and expensive brandy.
But inebriated, intoxicated, slammed, sozzled, gesyp and totally out of it? Never.
That’s because people in alcohol ads are responsible users of alcohol, unlike the people we see in ads for the Industry Association for Responsible Alcohol Use (ARA).
Have a look at this ad, one in a series by Velocity and Lowe Bull. We’ve met all that oke on the sidelines before; he may even be you or I. Well, all right, not I. And probably not you, either.
But either way, I think it’s a great example of “reality style” social responsibility advertising, and whether it works or not, it certainly made me think twice about ever taking up a position as a school rugby coach.
