Why I hate… Courage Best’s Beer of the South campaign

The Diary unveils a new series of pet hates of those working in the advertising industry. This week MW deputy editor Sean Brierley professes a dislike to a Southern beer ad.

There are numerous reasons why this campaign – devised by M&C Saatchi – should get the “Shake ‘n’ Vac” award for the most irritating advertising.

Not because it uses bad lang-uage, or even because it offends Northerners, but because it celebrates ignorance.

It is a weak attempt to mimic the much more humourous campaigns of Northern beer rivals which find a USP in their region /city.

The Courage ad succeeds only in trumpeting Southern conceit.

There is also a deep irony at the heart of this campaign.

Last year Courage Best was bought by Northern brewer Scottish & Newcastle.

I would like to suggest a fresh execution. “If Southern breweries are so good, why do they get taken over by Northern ones?”

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