But the question remains: how does a genius ad like this get produced in the first place?
AGENCY: We think we've nailed the brief with a truly compelling message. "Avoid the Friend Zone. Offer her a REAL DRINK"!
AGENCY: You'll notice, we're featuring our target consumer prominently in the ad—an "urban" man that's attractive but also a little threatening to add street cred.
CLIENT: Loving it!
AGENCY: Our consumer research found that the biggest complaint men who take girls on dates have is that they won't get their money's worth—they take a lady out and buy her a couple drinks only to have the night end uneventful. We call this being in the "Friend Zone."
But this is where the genius of our product comes in. The high proof of our rum, means a guy can buy his date one, maybe two of our drinks, loosen things up and push her right out of the friend zone and into the END ZONE!
CLIENT: Touchdown! (high fives all around)
AGENCY: The inset photo is the benefit visualization: our consumer well on his way to scoring with his racially ambiguous female friend.
CLIENT: I really like that you managed to get a product shot in the ad. Could it be larger, without taking away from the sexual tension?
AGENCY: Of course we'll want to enlarge the tagline as well. "We know good taste" concisely encapsulates three of the seven key messages in the brief: 1) our brand knows good rum 2) our brand not only tastes good but is tasteful, and lastly, our brand helps consumers have the kind of night they demand from their liquor and their dates.
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