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"The one beer to have when you're having more than one." It just doesn't get any better than that. And how great that the commercial had absolutely nothing to do with drinking beer (let alone more than one) and everything to do with bringing that one great simple thought to life in a cool way. Why do we today so often overcomplicate brilliantly clear and concise ideas? Here's how the presentation of this spot might go today:
CLIENT: Guys, guys, guys, we're gonna need to see A LOT more beer drinking here. The band playing the jingle is nice and all, but Schaefer doesn't sell music, we sell beer.
AGENCY: Gotcha. What if we have the band guys all take a sip and cheers looking towards the camera at the end?
CLIENT: These guys look like a bunch of poofters.
AGENCY: What if the band starts playing and then Kate Upton walks into the studio with a tray of ice-cold Schaefers. She pops open the first lid, the film goes from black & white to color, and the drummer morphs into a DJ spinning a house remix of the jingle. The band is a racially-diverse hip-hop group—think Black Eyed Peas. They all take a sip of Schaefer, smile and nod knowingly at each other. Then each time they open another Schaefer another hot swimsuit model appears.
CLIENT: Lose the band and have it be a group of guys sitting around watching a game and I think we have a winner here, team!
