Beer advertisers often assume a fairly low degree of intelligence amongst their audience, but our research revealed that our target actually had a brain and was rather irked by the clichés and sophomoric humour employed by the category. They felt misrepresented and wanted to be seen as interesting. Inspired by this insight, we created the Most Interesting Man in the World (MIM). We used his dashing attires and exotic intriguing locales to imply that all drinkers could and should be living an interesting life. The campaign was awarded a Yellow Pencil. Standard 1, Cinco, and Holiday were all nominated as single executions in Writing for Radio Advertising.
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