These commercials from my native country, Argentina, are by far the strangest spots I have seen for a beer. If a trainee would have come with an idea like this I would have laugh, enjoy the thought, but I would have never approved it..., at least as it is.
I may be losing my touch, but it seems to me like the type of idea that can get awards but adds nothing to the brand; the kind that is very convenient for the agency and not so much for the client.
The campaign includes three TV spots and they all work around the concept of "it is good to have friends". I will start by sharing the one that I find the "best" among them, "My Computer Expert Friend" (the translation is not literal it just maintains the general idea but it is the tramslation used by the agency)
It is funny don't get me wrong. But once you see the other two (below) you can't help but guess if they really needed to make all the duets so corny and "loving" and all in the same style. The next one: "My friend the Physician"...
And last but not least "My friend the Millionaire":
What would I have changed? The music style to start with. I would have done one spot with melodic, the other rock and the other one pop or heavy metal, for example. Because maybe I am getting old (well, I am!) but as it is I find the campaign almost effeminate something that can't help the brand, not a brand of beer.
Judging by the campaign web site's ranking it seems I may be right. It ranks around the 6 million position, while the website for another local campaign -the AIDS' related TrikiTriki-BangBang- is several millions ahead in the ranking, at around 500K.
As I said at the beginning, I wouldn't be surprised if the campaign gets some awards though. I just hate it when the agency looks more after their own interests than after their client's...
What's your take? Do you love it, hate it or just find it weird?