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Park Avenue's 'Beer Man': Trying too hard?

04-August-2014
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Park Avenue's 'Beer Man': Trying too hard?

Park Avenue has done it again with the launch of its Beer Shampoo latest ad. Conceptualized by Publicis Ambience, the campaign takes forward the TVC released in September last year that featured the 'Beer man'.

The most widely consumed alcoholic beverage found its new destination — on the Indian head. With an unusual product like this, it seems the advertisers too feel the pressure to be unusual, often coming across as trying too hard, perhaps —not so funny.

Storyboard

This film opens inside a shop, where a man is shown picking up a bottle of Park Avenue's Beer Shampoo. The husband likes the Beer Shampoo and wants to buy it. However, the wife says he doesn’t need it. The man responds by saying, “But please, it's got beer.” The wife turns this request down. Then enters the Park Avenue 'Beer man', who romanticizes the benefits of the shampoo and how man hair is important for her. Following his dramatic explanation, the film ends with the lady picking up a bottle of shampoo and handing it to her husband saying, “You need this, it's got beer.” The TVC ends with the manly man’s voice repeating the mantra—cheers to man hair.

Watch the video here:

Critic  speak

Ananda Ray, National Creative Director at Rediffusion Y&R, says, “I’m afraid I wasn’t sure what they meant with this commercial. Does the man wish for his wife to see him as the ‘model’? Does he really believe that that annoying character will convince her to say yes to the beer? Or is the commercial trying to convey that no matter how annoying the guy is, his incredible beer—shampooed hair will win over any woman? In which case, it’s still not very flattering to the man. To think she actually buys into the model’s arguments is taking willing suspension of disbelief way too far. All I do know for sure is that the commercial is beyond annoying. What ‘redeems’ it? The totally unexpected ‘model’ whose image one just can’t shake off.”

In their defense

According to Publicis, the ad seeks to make the shampoo as essential to her own happiness as it is to her man’s. The communication achieves this by igniting the emotional trigger of every woman wanting her man to be manly, particularly in romantic situations.

“This is Beer Shampoo Part Do – the sequel. It stars the epitome of manly man-ness, the peak of the pinnacle of male perkiness; Rockland Steel. He became quite a hit with the people in his debut. In this go-around we see the softer side of the man, as he waxes eloquent about what man hair feels like with his own style of poetry, which admittedly veers more towards cheesy than Shakespearean (I doubt if he can spell Shakespearean). Armed with a pan flute that magically transports you from place to place, he drops hair wisdom that is as golden as, well, his outfit,” said Bobby Pawar, Director and Chief Creative Officer, South Asia at Publicis Worldwide.

Raja Chakraborty, Head Marketing at J K Helene Curtis, said, “The recent Park Avenue Beer Shampoo creative has been conceptualised to generate more trials for the product among those who are aware but have apprehensions about using it. We are sure this creative will put those apprehensions aside and get more trial into the product.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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