In the world of marketing, where brands strive for perfection in their campaigns, Amstel, the well-known beer brand, has taken a different route by intentionally sabotaging its own advertising. With a touch of humor and a desire to celebrate imperfection, Amstel has launched a new campaign that challenges the notion of flawlessness and embraces the mastery of doing things well.
Under the tagline, “En Amstel hacemos muy bien la cerveza, en el resto hacemos lo que podemos…” (In Amstel, we make beer very well, in everything else, we do our best…), the brand seeks to highlight the expertise and flavor of doing things right. Recognizing that humans excel in certain areas while having their shortcomings in others, Amstel aims to showcase everyday situations where individuals passionately excel despite not being perfect.
Through a series of witty visuals and relatable scenarios, Amstel playfully questions what life would be like if everything was done perfectly. The campaign reframes the perception of imperfection, emphasizing that it is not necessarily negative but rather a testament to the uniqueness and human nature of individuals. By adopting this light-hearted approach, Amstel aims to connect with consumers on a personal level, acknowledging that everyone has their strengths and weaknesses.
One notable aspect of the campaign is the brand’s ability to laugh at itself. Amstel has prominently displayed a large banner featuring a tweet from a user who critiques their recent advertisement: “La última publicidad de Amstel pufffff…” (“The latest Amstel advertisement, meh…”). In a clever response, Amstel’s banner reads, “@Andrea, nosotros bien, bien, solo hacemos la cerveza. En lo demás, hacemos lo que podemos” (“@Andrea, we’re doing just fine making beer. As for the rest, we do our best”).
To further enhance the playful nature of the campaign, Amstel has released two press releases. One is meticulously written, while the other appears to be a draft filled with typos, crossed-out sentences, and notes as if it were a work in progress. Alongside the technical details, a remark reads, “He visto créditos de películas más cortos… ¿hay que incluir todo?” (“I’ve seen shorter movie credits… Do we need to include everything?”), further emphasizing the brand’s commitment to self-satire.
Amstel’s unconventional approach to advertising has sparked conversations and intrigued audiences. By embracing imperfection and celebrating individual mastery, the brand has successfully connected with consumers on a relatable level. In a world that often idolizes perfection, Amstel’s campaign stands out as a refreshing reminder that life’s imperfections can be embraced and celebrated. Through its witty messaging, Amstel encourages individuals to find joy in their unique abilities and passions, even if they fall short in other areas.
As the campaign continues to unfold, Amstel’s self-sabotaging approach serves as a thought-provoking reminder that authenticity and relatability can resonate deeply with consumers. By challenging the notion of flawlessness, Amstel not only showcases its mastery in brewing beer but also demonstrates its understanding of the human experience and the beauty of imperfection.
