Dewar’s White Label Whiskey recently released an advertisement using a poem by Charles Bukowski.
The ad looks really good and the poem shines. You can feel yourself wanting to be a better human as the ad plays. Then, at the end, you discover that all of the amazing images and the beautiful words were all put there to manipulate you into drinking Dewar’s scotch.
All advertising is manipulation, sure. But there is mutually beneficial manipulation and there is exploitation.
Head over to iSpot and watch another Dewar’s ad from earlier in the year. Different message, same look. Tomorrow I will post and discuss the Bukowski ad with the pretty, naughty lady ad in mind.
— by Jeff Osborn