No idea if Poretti beer from (near) the Italian lakes will be a success (does it sound too much like all-conquering Moretti?) but the launch ad from Pablo and ace director Jeff Low is a winner.
Are those foxes CGI or AI or just remarkably well-behaved cast members?
Anyway, makes you want to call in and share a beer with Amal and George.
Not funny. Certainly not as funny as bank advertising. (Nationwide’s.) More obligatory animals, because research says they work. Super annoying that everyone hails this as great beer advertising.
Ok, so the aim is surreal, not out-and-out funny. And the campaign won’t just feature foxes.
According to Creative Salon, it will include “a doubles tennis match played by a string quartet, swinging violins rather than rackets; a garden party where all the guests are classical statues, sipping Poretti and chatting away; a goldfish being taken for a walk along the banks of the lake.”
And the reason for surreal: the founder used unorthodox brewing methods to create the beer, in 1877.
But the ad doesn’t inform me about unorthodox brewing methods. Or that three kinds of hop are used. Or that the founder honed his brewing skills in Germany. Or that the stuff’s brewed in Varesi, with pure water from the three beautiful lakes. (Not brewed in the UK, with water from our lakes.)
And I don’t recall Porreti, just Morreti. Which is also an Italian heritage beer, with cheesy ads depicting rural Italian lifestyles.
If I have to be subjected to heritage beer ads, I want them tell me something about the beer. And be funny or dramatic. Not surreal or cheesy.
The Italian lakes are frequented by many a nation’s tourists, including Britain’s. Some of those British tourists would be regulars at Wetherspoons (a Poretti stockist). Some of them would be owners of speedboats with huge engines, go-faster stripes and obnoxious sound systems.
A series of b/w heritage stories about unorthodox brewing methods, German influence in Italian brewing, three kinds of hops and pure Italian lake water would be ruined by them making their presence felt. Potentially in amusing ways.
No idea what can be done about Morreti/ Porreti though. Maybe that would be a better starting point?
It’s the best commercial I’ve seen in years and totally inspiring especially if you research the background and the music from 1972
That’s grand, but what’s the name of the song and who’s singing it??