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Finally, after a successful first edition last year, we are pleased to introduce an even bigger and better version of learning and networking for our community: 𝗜𝗻𝗳𝗼𝘀𝗲𝗰 𝗙𝘂𝘀𝗶𝗼𝗻 𝟮.𝟬
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Date: 13th to 15th August, 2022.
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Legal. It’s impossible to make anything even remotely fun or interesting. The roadblocks and barriers are massive.
Some rules we have to follow here. Had it as a sticky for new team members:
- Cannot use anything that could appeal to minors (nothing cartoon-like or anything that could be viewed as a “young” activity .. even things like pool floaties are not allowed)
- Cannot make false claims (ie. “Red bull gives you wings” would be viewed as a false claim in the alcohol sector)
- Don’t suggest health benefits (ie. low alcohol beers aren’t “better” for you)
- Cannot link alcohol to success or popularity
- Cannot show drinking in connection with work (ie. having a drink after a long day at work)
- Cannot link product to dangerous activities (diving into a pool or riding a horse is classified as “dangerous” by legal teams)
- Cannot encourage fast or excessive drinking (ie. party scenes)
- Cannot connect product to driving (ie. driving to the beach to have a beer with your friends)
- Don’t show unsafe behaviour (ie. normal things like climbing over a fence or going ice skating is deemed “unsafe” by legal teams)
- Cannot glamorize drinking in any way (ie. getting better at public speaking, or going up to talk to a beautiful person, or becoming “better” or more confident in any way)
- Cannot imply one brand is safer/purer than others
- Don’t risk creating the type of content which could potentially go viral and be shared by minors
Chief
Whasaaaaaaaaap!!!, the Bud-wise-er frogs, Real Men of Genius, all had to abide by these rules and still would pass. Most of these rules are not new. Clients are just more cowardly and agencies are lazier. Or both.
Most of their humor came from being super sexist/bro-culture-y and I’m sure there was a hyper sensitivity from clients when culture shifted that lead them away from comedy. Not saying you can’t do comedy and not be offensive, but as someone who does a lot of comedy spots, the clients are a HUGE part of it. When they’re laughing, not overly precious about their brand, and into it then you have the freedom to be funny. I’m sure a lot of those more offensive ad execs were phased out and replaced by a lot of people who were more afraid to be funny so it all kind of died out in course correction.
Don't worry, I'm sure AI has some hilarious beer ads planned for you in the future ; )
“If you want a cold refreshing beer and don’t believe there was apartheid in South Africa, reach for a Miller Light…”
BudLight led the funny, but they got canceled for including a trans influencer in a large influencer campaign. And therefore they are probably terrifying of advertising anymore.
They stopped being funny long before that
Legal department.
The Metoo movement
🙄 @cw
Go back and watch all those Bud Light spots from their glory days. Almost all of them involved, throwing a woman into a porta potty.