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Super Insult Advertising

2/13/2016

13 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
​After working in advertising and teaching marketing for many years, I’ve seen firms use a wide variety of methods to motivate consumers: everything from client testimonials to product demonstrations.  One tactic that never crossed my mind was to insult customers.  Apparently that approach has potential--at least that’s what one well-known Super Bowl 50 advertiser seems to believe.
 
The company that ran two different abusive ads was none other than Anheuser-Busch, the sultan of Super Bowl spots and the parent of the King of Beers, Budweiser.  Forgoing its classic Clydesdales, Budweiser instead featured British actress Helen Mirren in an ad that was ostensibly less about selling beer and more about discouraging drunk driving—a very laudable goal.  It was the means to that end, however, that likely led more than a few Super Bowl viewers to blush.
 
After introducing herself as “a notoriously frank and uncensored British lady,” Mirren describes any individual who drives drunk as “a short-sited, utterly useless, oxygen wasting, human form of pollution; a Darwin award-deserving selfish coward.”  To this putdown she adds “if your brain was donated to science, science would return it.”  The latter part of the spot has Mirren making amends by reassuring the target of her attack that he/she is likely a “fun, solid, and respectable human being.”  Those compliments, however, are largely overshadowed by her initial verbal barrage.
 
The other Anheuser-Busch brand to employ insult was Shock Top, a craft beer and Belgian white wheat ale.  This ad featured comedian T.J. Miller trading jabs with Shock Top’s animated brand icon—a sunglass-wearing, Mohawk-sporting, trash-talking orange wedge.  Among other taunts, Shock Top tells Miller: “You look like you’re on a cleanse that doesn’t work”; “I feel like you peaked in middle school”; “You look like an out-of-work magician”; and “I got a movie idea for you—this loser walks into a bar; it’s called ‘right now’.”  Like the Mirren ad, Shock Top makes up at the end as he and Miller share a laugh despite, their corrosive banter.
 
Anheuser-Busch obviously spent big bucks on these spots, as much as $10 million total, which should cause the company and others to ask if the ads were effective.  According to the USA Today, “Simply Put” with Mirren came in at #9 on its annual Ad Meter, while Shock Top’s “Unfiltered Talk” entered at just #42.  It’s hard to know the efficacy of the ads from this metric alone, however, since Ad Meter results seem to be based on what respondents like the most, and liking is no guarantee that one will remember who or what an ad was for, case in point, last year’s Fiat ad, which some people thought was for Viagra.
 
However, more significant than a short-term surge in beer sales is the long-term impact that these ads may have on the Budweiser and Shock Top brands.  In particular, Anheuser-Busch has gone to great lengths to build a positive brand image for its signature Budweiser brand using, for instance, the majestic Clydesdales.  Should Budweiser risk its brand equity by associating itself with the negativity and mean-spiritedness of insult advertising?  Probably not.
 
For instance, Campbell and Warren’s (2012) research published in Social Influence found that celebrities’ negative associations were more likely to transfer to the brands they endorsed than were their positive associations.  So, in terms of its Super Bowl ad with Helen Mirren, viewers might be more likely to think of Budweiser as cutting, unkind, caustic than as straightforward and socially responsible.
 
Organizations and their agents brand themselves in many different ways, including by what they say.  Even if they’re speaking about someone or something else, their choice of words and tone paint a picture of who they are.  So, if an agent uses vulgarity or profanity to describe another person, there’s a good chance hearers will remember the agent as being vulgar or profane as much as they’ll remember what the agent said about the other party.
 
Efficacy, however, is not the only quality of insult advertising that should be questioned.  The practice’s ethicality also deserves debate.  For the Budweiser ad, decreasing drunk driving is certainly a worthy goal, but does that end justify any means of mitigation?  It’s ironic that Mirren skewers those who drive drunk for physically disrespecting others, while her own caustic tirade verbally disrespects all of the ad's viewers, including those who don’t even drink.
 
Beyond the inconsistency of disrespectfully demanding respect, there’s also the danger that the language of the Budweiser and Shock Top ads will inspire imitation.  Do people really act out ads?  Yes, some do, especially young, impressionable persons who value risk more than restraint.  Mumbai, India, for instance, experienced ad imitation after TV commercials showcased motorcycle riders performing amazing stunts.  Police called for a ban of the ads because young imitators were endangering themselves and others.
 
It’s easy to imagine middle school students and others taunting their peers with jabs borrowed from Anheuser-Busch’s ads like “a loser walks into classroom . . .” and “if you donated your brain to science . . . .”  Schools are trying to combat that kind of verbal abuse, which is often called bullying.  They don’t need a beer company to provide their students with more material for mockery.
 
Anheuser-Busch is right that it’s a bad idea to combine alcohol and automobiles.  The parent of some of the world’s most iconic brands should also realize that it’s wrong to blend beer with belittlement, both for the benefit of its brands but also for the sake of our society.  As a result, Anheuser-Busch’s insult advertising can be considered “Mindless Marketing.”
​
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13 Comments
Noah Sneddon
2/17/2016 03:42:25 pm

After watching the Helen Mirren Budweiser ad, I was very taken aback. I understand that Budweiser was going for an initial shock factor, in hopes to discourage their customers from drinking and driving, but I believe that their message was poorly delivered. Mirren berating and haranguing Budweiser customers was not an effective way of stopping drinking and driving; it only succeeded in insulting any and all kinds of beer drinkers. Just because the actress delivering the PSA had an accent, does not mean that Budweiser could have her say anything they pleased; the message came across as even more biting and harsh because of her accent. I agree with you Professor, when you say that Budweiser should probably not associate themselves with the meanness of “insult advertising,” as it distracts the customer from the image that Budweiser as a company is trying to uphold. Their ad was neither effective, nor ethical (i.e. mindless) as it did not even address the severe consequences of drunk driving, only snubbing those who drink beer. A successful PSA announcement is meant to raise awareness about a certain topic in hopes to change the public attitude towards a social issue. This ad merely raised awareness to Budweiser’s readiness to slight their customers.

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Melissa Veras
2/17/2016 05:05:38 pm

I am in agreement with Noah Sneddon and believe that while the message is of high value, it was poorly delivered. I believe there are numerous other ways that Budweiser could have gone about as far discouraging drunk driving. As a social work student, I agree with you as far as the violation of ethics. Through this advertisement, the value and integrity of the customer is being undermined. As suggested, it is also modeling behavior that has been discouraged. That is using such language which is one of the most prominent issues in regards to bullying. Overall, I believe that this is an example of mindless marketing. In the future, Budweiser should refrain from making similar mistakes in order to keep the company's profile intact.

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Jenna Stover
2/17/2016 11:49:59 pm

As Noah mentioned above, I, too, was taken aback by Budweiser's rather brash commercial; however, I have the opposing opinion. After seeing many of Helen Mirren's roles in various-style films, I was taken back by the seriousness of her tone and words, one that was unforgiving. Helen Mirren, known for her comedic role-playing in famous films, seldomly offers words that solemnly hold weight to them. With her celebrity status and reputable name, I believe that her lack of care toward the words she was saying as rather the "Donald Trump" approach to drunk driving; a full-steam ahead, "say it like it is" attitude that American's seem to be eating up, as Donald Trump continues to sweep the polls in the presidential race. Though I do agree with you Professor and Noah about aggressive advertising as something that Budweiser might want to stray from, I believe that this tactic could impact their company and influence individuals to stray away, as Budweiser is a long standing company within the United States and has a large consumer market. I would, also, suggest that a rather one-and-done launch of this type of campaign might be wise as continually doing such audacious advertisements might start to deter current consumers and future consumers away for Budweiser. Lastly, Noah brings up a valid point that Helen Mirren was the sole person and viewpoint in the ad itself, not offering any other B-roll, and regretfully leaves out several other key factors that need to be discussed within the realm of drinking. I believe that there are pros and cons to this type of approach, but overall, thought it was effective due to its negativity.

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Nina Franklin
2/18/2016 12:35:28 am

I enjoyed the offensive banter in these commercials because the diction seems more casual and welcoming than the cold staged scripts used in other commercials. Though the tone in both these commercials was refreshing, I do not judge the content in the same way. The Budweiser ad featuring Mirren was favored much more than the Shock Top ad. The Budweiser commercial was mindful, showing customers that though Budweiser provides alcohol, they care about the decisions you make while under the influence of their product and they care for others’ and your safety. Driving drunk is a serious offense which claims way too many innocent lives. Though the script of this ad was bellicose, it conveyed the point: driving intoxicated is dumb and Budweiser (and Helen Mirren) do not support it. I believe that Budweiser has built a respectable name for itself based off of its classic Clydesdale and occasional golden retriever ads but I admit, it was nice to see Budweiser take a stand on an important issue for alcohol brands, despite the aggressive diction although sometimes that is what it takes). The Shock Top ad, on the other hand, was mindless. There was no point to the aggressive and offensive banter. The ad was not trying to get a point across and I do not think this ad will lead to more sales. Yes, I think the banter is somewhat entertaining but it won’t lead me to buy Shock Top and does not make me appreciate the brand.

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Madeline Klosko
2/18/2016 05:19:17 pm

After watching Helen Mirren in the Budweiser commercial, I was kind of excited because Helen Mirren is an awesome actress, but the way the presented the commercial was not tasteful at all. Budweiser definitely did a good job using a celebrity to endorse their brand because she is actually popular and relevant in this day and age. It was almost a shock to viewers that Budweiser didn't use the Clydesdales or the Golden Retriever puppy because we view them as figures that represent their brand. The offensive banter was funny to an extent but could have definitely been seen as hurtful to some people. They definitely wanted to surprise the viewers because chances are, people were not expecting an older British women saying those insults. They were definitely going for the shock factor like Nationwide did during last years Super Bowl by trying to prevent childhood death. Advertisers like to use emotion to help preventative things like childhood death and drunk driving. I glad that a huge beer company did a commercial to promote their beer but more importantly, to discourage drunk driving. The Superbowl is a huge time for drinking and celebrating, so having a commercial that shows that it isn’t seen as “cool” could potentially be a reminder to people who are drinking that they should be cautious and stay off the road. The Shock Top commercial, on the other hand, had no message besides that they were trying to promote their beer. It was full of insults that didn't help with their marketing. It starred T.J. Miller who stars in Silicon Valley, and I wouldn’t have known that unless I looked it up. Using Helen Mirren was good because she is very popular and most people have probably seen her before. Overall, the Budweiser commercial was more effective than the Shock Top commercial.

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My Nguyen
2/18/2016 06:00:54 pm

The ad was pretty unique if not to say shocking in the way it was delivered to me. My attitude toward to ad is neutral. I don't dislike it, because I think Anheuser-Busch was creative with the setting--one old lady with fierce voice orders beverage and speaks non-stop to the screen, and idea of the message--include social responsibility in discouraging drinkers to drive. What fails in this ad to me is the word choice of the message and the way Mirren delivers the message. While drinkers who drive are very bad, they should not be called "utterly useless, oxygen wasting, human form of pollution." Anheuser-Busch could replace "irresponsible," "unprincipled," or "wrongful" instead to show formality and respect for the audience, while still successfully convey the core message of the ad. The way Mirren stared at the camera and spoke with a stentorian voice does not socially match the ideal image of a woman in the media. Women in the ads are usually portrayed as charming and friendly. Mirren sounded very arrogant and pompous with her belittling message in such a rough voice. This ad may work for the company because it definitely catches attention of audience and makes them listen to the whole message. So if they want to promote their names and products, they are successful. However, after listening, the overall impact is pretty negative, so I am not sure if people want to buy their products and be the company's customers with such a bad impression. People may think, "Hah, so this is pretty much the organizational culture of this company. They speak like that at work."

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Tyler Jenkins
2/18/2016 08:36:39 pm

I agree with posters before me while referring to the brashness of the advertisement. It's one thing to be aggressive and sort of play on that in a sort "jokingly" way, however this advertisement goes way beyond what is appropriate in any sort of setting. It absolutely catches the attention of whoever might see it, but I do not think that is provides positive exposure for any of the parties involved. I have no qualms with calling out those who drive under the influence, but to put such insults on such a public stage, kind of leaves in a conflicted position. I think most of what was said, doesn't really belong in an advertisement such as this. In an everday world, within a concentrated setting, I would too refer to those who drive drunk as these things. Though, if given the opportunity to say something regarding them over such a stage, I wouldn't use words like that.

But when it comes down to it, I much rather see the Shock Top commercial instead of the Budweiser, simply because, I truly enjoy back and forth "chirping" in any sort of setting.

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Jimmy Kustra
2/18/2016 10:44:45 pm

What is happening to our country? Is it possible that people are more concerned about being offended than the actual problems at hand? As a society, we are becoming dummied into self-conscious individuals. We are being taught to take offense to every little act of abuse. I thought that the Helen Mirren Budweiser commercial was an awesome ad. It addressed the problem of drunk driving like it should be addressed. To address a problem, one should tell it how it is. Mirren is clearly stating what she thinks about drunk drivers. Maybe I would be a little offended if I was a drunk driver. I am not a drunk driver myself, so it doesn't offend me. As a society, we have to learn to take no offense to ads that do not involve ourselves. I agree that the Shock Top ad was mindless marketing. In my opinion, this ad was a complete waste of money. I cannot find any meaning behind it. It was just a pointless conversation. I shrugged this ad off as a useless ad. There is no need getting worked up over a pointless ad. Now, I want to clarify that demeaning insults should not be tolerated. What I am saying is that we should not take offense to the people willing to stoop to that low standard of name calling. As Christians, we are called to be better than that.

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Joseph Franken
2/19/2016 11:13:00 pm

I was struck with amazement at the ads of the super bowl this year. I thought that there was a lot of built up anticipation for the super bowl ads as there usually is come late January. I found it astonishing at how many of the big stakeholders in the super bowl commercial realm changed there style and brand of commercial. This was very evident in the Helen Mirren Budweiser commercial. I remember sitting down and talking with my friends with eager anticipation for the famous Clydesdale commercial but I was taken back in amazement at the attack in which the company put on television for all to see. The idea of “insult advertising” didn’t seem to fit the company well especially after years of appealing to the emotions of the viewers with the horses. I found there ad as a non-well thought out attempt to change the game while without knowing it they were just insulting all the people that consume there product. This was mindless marketing.

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Jonathan
4/2/2016 10:18:17 pm

I agree with the decision that this was Mindless Marketing. This is nothing more than an attempt to shift every bit of the blame onto drinkers and not accept that distributors and creators of alcohol do play a part in drunk driving incidents. The thought that we would be encouraged to drink responsibly through a set of insults is crazy at best. 1 Ad telling us to drink responsibly does not make up for the Ten's of other ads telling us that with a few drinks we can pursue any scantily clad women and become invincible with some beers in us.

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Jacob Uribe
4/4/2016 06:41:40 pm

I thought this was an awesome ad. This went straight to the idea of how drinking and driving is not only dangerous but it is an ignorant decision to make. As a person who has lost family members because of the ignorant decisions people made to drink and drive, I didn't find any offense to their product through this ad. In fact if I were to drink, I would probably go with their product because of how brutally honest they were on with there depiction of drunk driving. However for the thin-skinned people of this world, Im sure it offended someone and they probably decided to stop purchasing Budweiser which could potentially have its dangers to the company.

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Raymond Gant
4/5/2016 03:04:44 pm

While not the biggest fan of this product or brand, I believe this ad was brutally honest. While it is evident people have and will be offended by certain aspects presented, I believe the weight of the truth behind the campaign holds it up. Many people disagree on things. It is all about making it worth the controversy.

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healthcare advertising agencies link
12/12/2017 08:36:58 am

Very interesting blog. Alot of blogs I see these days don't really provide anything that I'm interested in, but I'm most definately interested in this one. Just thought that I would post and let you know.

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