No Title

BYLN:

Woollams Moira Gaskin O’Malley

Campaign created by Gerry Moira

With all respect we wouldn’t have started from here. Authenticity and provenance are key to this market and “Mustang” has more than a whiff of the marketing department about it. Jack Daniels and Jim Beam both have appropriate Southern Gentlemen credentials but Mustang? We must work with what we have.

The brief’s request to position Mustang as a “session drink” is fraught with problems lest we be seen to promote “serial drinking”. The safest route is often to follow the path of symbolism. To this end we have lifted a chunk out of John Huston’s film The Misfits, specifically the scene where Clark Gable’s attempts to rope a wild mustang are witnessed by a sobbing Marilyn Monroe. Huston’s handling of the “free spirit” is about as subtle as a baseball bat, but that’s handy, as are the images of Fifties’ Americana. It gives Mustang some credible provenance and differentiates us from those Confederate boys sippin’ mint juleps on the front porch.

Getting the imagery right is only half the problem. Sol was just another Mexican beer until someone stuck a wedge of lime in it. We need to develop a new drinking ritual for Mustang other than just a mixer or straight. Research among blue-collar Americans suggests bourbon is often used as a chaser with beer. We would depict this macho behaviour in among our borrowed Misfit footage. This novel pattern also gives a fitting endline for our commercial: “Mustang. If you don’t chase it, you won’t get it.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here