Tuesday, November 22, 2011

Copywriters! Let's critique this long copy beer ad.

(click ad, via)
For Coopers "62" pilsner. Loyal copyranter lemmings will note that I recently went off ALL CAPS on a lazy-headline ad for Coopers sparkling ale (different agency). Now, I'm beginning to think it's maybe the client, not the agencies. Because they had 62 chances to be clever/funny/MILDLY INTERESTING (sorry) here. And this is what they went with? These pedestrian, unimaginative reasons? Please tell me it was the client, Colman Rasic (the Sydney ad agency that produced this). Tell me I'm wrong, commenters who hate me.


Anonymous Greg said...


10:42 AM  
Anonymous Rachel said...

Their whole angle is supposedly 'individuality'. But the reasons listed are probably the most homogenous, for-anyone things they could have thought of. They don't make me want to puke or anything, they just don't fit the idea. Far as I can tell.

10:53 AM  
Blogger copyranter said...

Yes, they're all perfectly average and acceptable.

10:57 AM  
Blogger Peter said...

63: "It's just floating there and dripping all over your table"

11:10 AM  
Blogger KR said...

Sorry copyranter, I'd like to focus on the shitty art direction.

I'm assuming that beer is thick as molasses considering that the amount it is tipped, just a little tear shaped drop comes out.

Also, would've looked WAY better without the shitty shadow below it. If you are going to float the product commit to floating the product.

11:34 AM  
Anonymous KimSalt said...

Sorry, I'm bitter and biased because I did this same concept for Guinness in 2001. There's no such thing as a new idea anymore.

11:37 AM  
Anonymous Anonymous said...

#64- You're sick of ads that use the ol' list tactic.

11:43 AM  
Blogger Five Strangers Films Ltd said...

I disagree. It's basically saying that you don't need any reason in particular to drink 62. So celebrate the little things and the big things with Cooper's 62. It could say "walking the dog..." - it's a good enough reason. They should have mentioned something like "making it through the ad" or "you focused for 30 seconds on something" - but I like it.

11:55 AM  
Anonymous Brook said...

"it's smooth like your pickup lines"

fuck off.

12:06 PM  
Anonymous Anonymous said...

what does 62 mean?


12:45 PM  
Blogger Chris Collision said...

It's also real reminiscent of a Joe Bob Briggs riff on Old Milwaukee: "wife walks out? Have an Old Milwaukee. Wife walks back in? Have another one."

12:59 PM  
Anonymous cath said...


And the meaning of '62 is boring as well. See link for explanation.


Boring, but apparently "synergistic to be premium and casually sophisticated," whatever that means.

2:37 PM  
Anonymous Anonymous said...

I'm just glad it's not called Coopers 100.

3:38 PM  
Anonymous Matt said...

Doesn't make me want to read the ad. Had you not requested we weigh in, I never would've bothered. I like Five Strangers comment and agree the ad would've been more clever had it said something to the efect of "making it through the ad" as a good reason for having a Cooper's.

5:14 PM  
Anonymous Anonymous said...

Looks like Coopers gave them a 62 second deadline.

9:03 AM  
Blogger carlito virina said...

people read body copy now?

9:57 PM  
Anonymous Sian said...

62 words would have been more appealing, it could have been done a lot better and potentially as a social media campaign rather than print, this goes on waaaay too much and after reading all that crap i expected a better finishing line...

7:55 AM  
Anonymous Anonymous said...

> 62 words would have been more appealing,

like the rolling rock '33'?


10:30 AM  
Anonymous Anonymous said...

> And the meaning of '62 is boring as well.

thanks, cath!


10:31 AM  
Anonymous Anonymous said...

"Dog at your Rolex?"

WTF does that even mean? Dogs don't eat waches and people who drink shitty beer don't wear Rolexes and no one thinks Rolexes are cool or rich anymore.

9:35 AM  

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