I’ll show you courage

As we walked through Queens Park on Sunday things couldn’t have been lovelier. The sun was shining, we were on our way to yoga followed by the season’s first picnic. The chat was good. And then without warning, the mood changed: “What the f*&k is that supposed to mean?” my friend L said.

Yes people, she’d spotted the Courage ad you see above. All three of us stood a little slack-jawed and more than a little offended.

Here’s why:

• Most importantly, this woman is not fat. She actually looks pretty foxy (we agreed) so the ‘does my bum look big in this’ and the inference that the answer is ‘yes’ is irresponsible and too 80s for words. Jesus people, when last did you take a little look at how sizzling hot Beyonce is. Bah. The dude on the couch is lucky to get her IMHO.
• We were offended that in this world the ‘does my bum look big in this’ thing is so ubiquitous and unmistakable that this ad doesn’t even need any copy. That’s not the ads fault.
• We lamented the speech bubble and a demographic universe in which beers are companions and friends that offer solace in times of need.
• We were offended by the fact that this ad was more than likely targeted at a male audience that would laugh and relate to it. And that it felt vile, unenlightened and sad.
• We were bugged and then, knowing a bit about marketing immediately felt stupid for feeling bugged. We wondered if the bugged factor was part of the strategy. The more offence you cause, the more buzz you create. We then wondered if we should stop talking about it altogether. Clearly that didn’t work, cos here I am, talking about it some more.

I felt all those things, but as a planner, I desperately want to know what the brief was. I have been compelled to talk and blog about it and now I know that there is a beer out there called Courage, which I didn’t know before.  So if the brief was to create awareness then well done them. As L pointed out, I most certainly wouldn’t buy it though, which is true. I also most definitely would be totally put off any man who smiled in my direction that happened to be drinking the brew. So, if it’s about motivation to purchase, then they fail, but I guess I’m not the target anyway.

I want to know what they wanted to achieve. The Wells and Young Brewing Company site says that:

The three visually striking adverts show ‘our hero’ in situations where he can be seen thinking he would rather be down the pub drinking a pint of Courage.

You can see the rest of the campaign and the company’s scoop over here.

That doesn’t really answer my question. What do you think? I don’t reckon I’m easily offended, do you think I’m being a total lamo? Give me thoughts people. And L, if you’re reading this, share your distaste sister.