Is the great Aussie beer ad dead?
For a generation, Australian beer ads have been among the best in the world, but over the past four years the fizz has gone out as marketers use rational thinking to move the amber ale. Mumbrella asks, is The Big Ad dead?
The country that spawned brilliant beer campaigns such as a curious exploring tongue, a Flashdance audition for a brewery job, a symphony of beer bottles and, of course, the greatest of them all, The Big Ad, has gone flat.
In the last four years the industry has moved from the big idea to more transactional ads, as drinkers cut down their consumption and many move towards more boutique brands.
The final split between Lion and BMF, the agency which carried XXXX Gold to the mantle of Australia’s best selling beer and gave the world Tooheys’ travelling tongue ‘Quest’ ad, is the end of a relationship which once celebrated brilliant ads.
Pretty hard to make a great australian beer ad when you don’t treat your workers to even a modicum of professional respect. No matter how good their ads might be, I’m not touching CUB until they show a shred of decency to the workers they sacked