online video
12/01/2006
Rolling Rock's Gone Ape
When Bud and MGD are bigger sellers and can afford the high price of TV spots, what is a small higher-quality brewery to do? With excessive competition in the funny, original beer ads category, Rolling Rock's answer was to cause controversy.
Last week, Rolling Rock posted this funny, bikini-clad advert for Rolling Rock on the web. To get consumers searching for the ape spot online, the brewing company also ran an ad on TV that made it seem like the ape spot had initially run on TV but was pulled due to controversy -- not true.
My personal qualm with this Rolling Rock campaign: The web ad isn't nearly provocative enough to be pulled from television. I feel like people looking for this viral ad will feel gypped by its friendly, not-even-mildly-offensive nature -- where's the edge?
Last week, Rolling Rock posted this funny, bikini-clad advert for Rolling Rock on the web. To get consumers searching for the ape spot online, the brewing company also ran an ad on TV that made it seem like the ape spot had initially run on TV but was pulled due to controversy -- not true.
My personal qualm with this Rolling Rock campaign: The web ad isn't nearly provocative enough to be pulled from television. I feel like people looking for this viral ad will feel gypped by its friendly, not-even-mildly-offensive nature -- where's the edge?
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