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?”