DB Export: The greatest beer story never told is told by Colenso BBDO via newspaper campaign
November 24 2010, 1:37 pm | | 13 Comments
To celebrate the limited re-release of DB Export Beer, agency Colenso BBDO Auckland created full-page newspaper ads, magazine ads and t-shirt packaging which told the greatest beer story never told – the story of Export’s remarkable origins.
13 Comments
I think this campaign is a great read, and they are few and far between these days. And if I liked beer, I’d have an Export.
whoever copywrote paper route should be shot. Should be tree fellers not tree fellas!!!
2:06 it was intentional.
In New Zealand we call males ‘fellas’.
And there’s no need to yell.
Not very well written, feels like it has been rushed. It’s a shame, because the idea is nice enough. More time should have been spent on crafting one ad really well instead of trying to stretch it over a campaign.
Nice work Karl.
As a copywriter who was a fan of the well-written ad and who wrote long copy in the old days I find myself saying “who can be bothered to read all that guff?” in these ads – so I didn’t. Not sure all that earnest, worthy copy is the stuff of modern beer advertising.
It’s great and apparently is working its tits off.
cheers to that
So the art director looked at the copy and said “Fuck, this is boring. I can fix that.”
He was right . And he was wrong.
In fact, he was wronger.
Look good. A great read.
I think it looks great and I might even read it one day.
Its boring. Couldnt be bothered reading through it.
Nothing comes between me and my Calvin Kleins.
– Brooke Shields
Great writing, suitably ye oldish art direction, makes me want a beer… what else could you ask for? A refreshing change for all the VB nonsense. Cheers! The proper ad is back.