Get drunk and revive heritage!
By Admin I : It suddenly seems that 20 years have passed and nothing changed (copywriters will start googling syntax here, I’m sure). Well, am not the typical “sleeping beauty” but it feels like advertising hasn’t really moved to 2012, for some brands at least.
In Lebanon, the new generation is disconnecting from its past.
Its heritage is being lost and it is becoming a society with no clear identity; but some Lebanese are choosing to keep their culture alive.
True to its values, Dewar’s believes that reviving the heritage and passing it on to the future generation is something that is just worth doing.
Just like Dewar’s, the protagonist of the film believes in the values of the past, which is why he refuses to give up on his heritage, and chooses to revive it.
Fine, the context feels very authentic and real, we are truly disconnecting from our past (which I think is very normal, the problem is that we have no “unified” past in the first place) and yes it is indeed true that we should revive heritage and celebrate our identity. The problem here is not the concept but the product. It is when advertising creates this layer of separation between audience and brand to an extent that whiskey becomes associated with “walking towards a better future” or “things worth doing” and other bling bling slogans that still follow a pattern designed for a 1990s passive audience and refusing to adapt to the new age.
It is the same background music, low saturation coloring, handsome model, shining liquid and a pack shot! The voice-over is even the same, with the dark wide pitch and the same lines we no longer digest; the whole approach comes out obsolete whether made for Dewar’s or any other brand. When heritage is as over advertised as Nadine Labaki, agencies should stop and give it a thought!
Again, Advertising 101: audience, context, concept!
“Some thing are just not working”