Three Guys Walk Into a Bar

Three guys with a perfectly acceptable race-balance and blend of machismo with friendliness walk into a bar...

Three guys working hard feel a little bit thirsty...

Three guys chilling out feel like a beer...

Some negative comments about the new Heineken ad made me think about the whole genre of beer advertising, and in particular just how outdated some of the 'three men and a little lager' ads feel. Though thankfully there aren't too many of them left.

Carlsberg has kept things interesting by having a great tagline, but they recently confused the hell out of it by introducing a second tagline that doesn't seem to fit.

Strongbow's latest ads however, raise a smile but they couldn't feel more like they are trying to be identifiable if the voiceover screamed "Look hard working cockney geezer, this 'ere hard working chap is just like you, maybe you should drink Strongbow too". Were it not a pastiche idea the shot where they look over at the pub would have made me cringe.

There have been so many 'three guys in a pub' ads. Some are funny, or silly, but most just feel like the same template. The beer ads we remember now are the ones that are more expansive, those with wider ideas and themes.

Although maybe, just maybe the criticism of the over-elaborate styling and content of these new beer ads opens up an opportunity for some good ads in the old way. After all, John Webster made the 'three guys in a pub' extremely interesting back in the seventies and early eighties. If we do it though, let's at least do it well.

Follow the Bear

His name is always mentioned in advertising creative circles, but as one of the most inspirational figures to me in advertising I think its time to put a Planning mark of respect out there for John Webster.

Not only did he create brilliant ads that captured people's imaginations, he made them work. He got the planning message across, he got the sales message across, but did it in such a way that you never felt like a salesman was shouting at you.

He was one of the first creatives to really listen to planning. To really listen to what they said, and to consider what people liked to watch in the same way as early planners did.

At JWT we talk about making people want to spend time with brands, well no creative ever did that better than John Webster. 6 of the top 100 UK ads of all time are his (that I know of), including the regular number 1 and 2 slot filler.

I talk a lot about how good brand characters can work brilliantly, and if you look at Webster's work; it's full of great characters that work both as message vehicles, but also as engaging entertainment. What was different about Webster was that he created full back stories for every character, they weren't just there for the ads, and that made them feel infinitely more real and likeable.

Take the first Hofmeister Bear ad, it literally tells you the story of the character.


Webster is quoted in Sam Delaney's book Get Smashed "Increasingly, people were using celebrities. Famously CDP had used Leonard Rossiter for their Cinzano campaign. I'd heard that most people in research thought their ads were for Martini so I realised that a celebrity could be a distraction from the product. But if we invented our own characters then we could own them. Plus, they wouldn't age and they'd be a great deal cheaper too"

Sugar Puffs eventually published a full biography of the Honey Monster, written by Webster.

Webster also said "With all the characters I invented I liked to imagine where they had come from and what their upbringing was like so that they'd be real, rounded characters as opposed to flimsy advertising mascots."

With the internet a sense of honesty and realism is more important than ever before in brands, and these rounded likeable characters have been rediscovered by older generations via You Tube. After 20-30 years they still remember them, possibly better than they remember the products themselves...

Tell Em About the Honey

That Mighty Boosh rip off Sugar Puffs ad reminded me of the return of characterisation in ads.

Good brand characters aren't the outdated relics they may seem, but with good writing and insights they can be inspiring and effective. Look at Monkey for PG Tips as a primate example.

But Honey Monster... sigh.
A brilliant John Webster creation dropped into rubbish ads for so many years. There used to be a rule that Sugar Puffs ads would only use "cool" ideas that were several years past their cool date. (I.e.: Expect a Matrix influenced ad next year)

The latest ad is nearer to the mark but still fails. The problem is that Honey Monster ads just try far far too hard to be cool.

Tony the Tiger is cool because as cheesy as he is, he doesn't appear to try and be anything other than himself. He messes up and doesn't care. But HM is so self consiously trying to be cool, it just feels flat and contrived; especially after so many bad ads.

Give him to Mother, then it might just work.