As you wind down and get set for your two days off ahead of the next week, spare a thought for Colenso BBDO’s copywriter Simon Vicars. The poor bloke was sitting in an airport lounge when we called him, getting ready to wing his way to Fiji for a week’s “work”. Then we had to break the news Colenso BBDO had won the May round of The Glossies with 34 percent of the votes for its ‘Idiot’ print ad in NZ Rugby World. ‘Idiot’, part of DB Export Dry’s ‘The Wine is Over’ campaign, put itself a fare distance ahead of its closest rivals. Bettle’s Langham ad, featured in New Idea, placed second with 22 percent of votes while BCG2’s effort for Audi in Metro earned it third place with a 16 percent share of votes.
‘Idiot’ is one of a series of print ads that Vicar says were born out of the insight that a lot of the target market drink wine because they feel obligated to.
“They’ll turn up to an event like a wedding and if they go for a beer they feel people judging them,” he says. “It was really calling out that truth and telling those people there was a great alternative. Of course we want them to drink Export Dry instead of other beers and that was our unique way in.”
As for adapting the tongue in cheek ‘Great Wine Depression’ TVC to print, Vicar says that was an easy process.
“It was so much fun to write. We had the ad on our desk and when people walked past they would always comment on it, so we knew we were onto something.”
While there was the temptation to incorporate a touch of ‘80s man’ into the print ad, in the end Vicar says the team knew it would have left DB Export Dry “in the past” when it was trying to bring it “into the present day”.
“We had to bring print into the present day as opposed to doing ’80s print otherwise it would have made DB Export Dry feel like an ’80s beer.”
For the record, Vicar isn’t a wine man himself. He says he’s predominantly a beer man and judging from the reception he’s received from some wine connoisseurs, he doesn’t think he’ll be drinking wine anytime soon.
“They might have poisoned it or something,” he jokes. “There’s a lot of hate for us out there in the wine community.”
The whole point of pitching the beer against a premium product like wine, he says, was to put it in its proper place as a premium beer.
“99 percent of the people saw it as the light hearted angle that it was, but some people took offence, which is ultimately what you want. So long as it’s a small but loud minority that hate your ad, then that’s great.”
Agency: Colenso BBDO, Auckland
Client: DB Breweries
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Art Director: James Tucker
Copywriter: Simon Vicars
Producer: Sarah Hough
Planner: James Hurman, Hayley Pardoe
Agency Producer: Jen Storey
Retoucher: Tias Somers
Photographer: Alistair Guthrie
Designer: Kate Slavin
Senior Account Director: Tim Ellis
Account manager: Patrick Rowley
Senior Account Manager: Stefanie Robertson