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Who needs the big beer ad when you could be popping bottles in space? We take a look at some of the drinks that make those many work events that little bit more enjoyable. Bottoms up!
1) 303Mullenlowe creative director Adam Whitehead
"I’m sure each of the brands in this category have done numerous rounds of research into these executions, but my humble take–outs are: Champagne is the drink for wannabe astronauts, wine is for mountain climbers on the run, and whiskey is for plodders."
2) Spinach senior creative Jacqui Paterson
"Over the years there have been some cracking ads for alcoholic beverages. Done well, with a solid idea, they are entertaining and memorable. When I think of my top 10 in this category, they’re pretty much beer ads. Champagne, wine and spirits seem to follow a formula of familiar imagery, set to inspiring soundtracks. There are exceptions to this rule, but there are also a lot of fizzers."
3) Marcel Sydney ECD Wes Hawes
"It’s tough at the top end of the spirits and wine market. With so many regulatory laws (don’t get me started on the new laws introduced in France), it’s getting harder and harder to stand out, to do something and make something that cuts through and truly resonates with the audience. Something that also isn’t cheesy."
The First Champagne Service Designed for Space Travel - Mumm Grand Cordon Stellar by Spade
JP: Zero gravity champagne. If there was ever a reason to pop a bottle of champagne it’s after you’ve arrived safely in outer space. The zero gravity champagne bottle is a unique, attention grabbing idea (some might say stunt) that has people talking about the Mumm brand in a new way. A refreshing change from the expected happy popping pics usually associated with champagne advertising.
WH: The intent behind this activation and the ambition from the client is great. To create a bottle of Mumm that can be opened and consumed in space. If there are going to be five million space tourists by 2030, then people should be able to toast the fact they’re in space. It’s just the actual tech doesn’t feel very space ageor futuristic. It looks like they’ve simply added a dome bottom to a champagne glass to hold the bubbly in place. When this ‘tech’ is demonstrated on a zero gravity flight it seems even more underwhelming. 741 views says it all.
AW: The target market on this one is narrow. Elon Musk and Grimes on a space date, a parched Sir Richard Branson or perhaps OK GO having a wrap party at zero Gravity. Part of me wanted to see what would happen when a regular bottle of bubbles was opened in space, I’m sure that would make for compelling content. I like this because whilst others are searching for awards in pursuit of worthy causes, these guys are spending three years helping out alcoholic astronauts. First world problem solved.
Must be - Moet & Chandon by Ogilvy Paris
JP: This campaign was created to launch at the annual Moët & Chandon Grand Day, it’s a huge celebration so they needed an ad to match. But for me, it’s simply a mix of emotive scenes that each mark a defining moment celebrated with Moët. The scenes are all entwined with each other, which is a nice touch, but overall it feels very familiar. Beautiful, but familiar.
WH: The idea that Moët has been and will be here to mark life’s memorable moments — whatever they might look like in the future - is creatively fertile. I just think the execution and scenes could have been edgier and more inventive. All the vignettes should have been as visually interesting as the female astronaut landingon Mars. Don’t get me wrong, it’s nicely shot. The other scenes just needed subtle sci–fi touches or glimpses into the future to separate this from the millions of other brands circling the same strategic area.
AW: Why are these champers brands so obsessed with space? This time we are off to Mars. Think The Martian, except without Matt Damon or the directorial brilliance of Ridley Scott, but with booze. What could possibly go wrong? I like the drink more than the film.
Keeping Walking - Johnnie Walker by Leo Burnett Sydney
JP: It was the track that first caught my attention and the short story kept me watching. I like this fresh take on the famous ‘Keep walking’ positioning. The line, “The most important step you take isn’t your last, it’s your next” is a more relaxed approach that still nods to the iconic ‘keep walking’ positioning. Feels like this next step approach might resonate with a new, younger audience who measure success differently from the old set.
WH: How do you follow some of the greatest advertising of all time? I don’t envy this task. ‘The First Step’ lands a thought, but to stand out it needed to do more.Maybe the film should have been based on a real story? Or the story could have been told in a more abstract way? My gut tells me this needed to be more than a film. I’d love to see this campaign actually supporting real people taking their first step.
AW: While everyone else in this category is racing toward other planets, our hero in this spot has more down-to-earth aspirations. He just walks to his local TAFE to learn how to design couture dresses, as you do. Even the encouragement of a Ewan McGregor–esque voiceover urging this poor hungover guy on, can’t help. I do like the music though. Keep plodding.
Triumph doesn't just happen - Wolf Blass by JWT Melbourne
JP: This spot is a great motivational piece. It’s beautifully written and produced. My only niggle is that it’s so generic. You could easily substitute Wolf Blass for any high end sports brand, superannuation fund or telco (to name a few) and the ad would still work. It’s a missed opportunity to celebrate this brand’s rich history in a more unique way.
WH: I love red wine. I’m not a huge fan of this. Again, it’s shot beautifully and the music is powerful. It’s emotional, but not enough for me to forgive the clichéd moments. Climbing to the top of a mountain? No. This feels like the film used to sell in the positioning, rather than ground– breaking, attention–grabbing communication.
AW: From the space race to the chase, not sure exactly what we are all chasing, but when we find it we raise a glass to celebrate we are still alive and survived the treacherous chase. This reminds me why we shouldn’t cut manifesto hype films for pitches.
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