TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Posts Tagged ‘Karim Tubbeh’

Dewar’s Scotch Opts for Muscular Pacifist with Violent Tendencies as Newest Spokesman

From Sid Lee NY comes this spot for Dewar’s Whiskey, featuring a hulk of a man who greatly resembles U.K. murderer and mass criminal Charles Bronson, even sporting Bronson’s trademark mustache. Perhaps it’s no coincidence then that director Isaiah Seret seems to borrow a lot of filming technique for this ad from the 2008 biopic Bronson, which starred actor Tom Hardy as the deranged but lovable psychopath.

Of course, it’s hard to advertise your brand of scotch as the choice of crazy violent people, so Sid Lee aims to give their “Drinking Man” character an incongruous tender side. Nothing drives the ladies crazy like a man who routinely pets doves between beating people to death in bare-knuckle boxing matches. While the spot goes very out of its way to portray the character’s tender side, it also discredits his believability. What, the man I’m supposed to admire chases people on bicycles and has a peace tattoo on his chest? It’s this sort of hypocritical hyperbole that made the  peace sign/”Born to kill” helmet-wearing protagonist of Full Metal Jacket a walking punchline.

As the sexy lady at the end argues, it’s “the most interesting blends that make for the strongest character.” So remember, if you want to appeal to your local tavern’s supermodel clientele, say one thing but do the other. Credits after the jump.

Read more

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now! 

Sid Lee Adds Some Sting to Bumblebees for Dewar’s

Earlier this week, we covered some Sid Lee Paris video game business. Today, we’re moving back across the Atlantic, as Sid Lee New York debuts a 3-Bee (yup, they punned 3-D) printing project for Dewar’s Highlander Honey whiskey. The technology allows for  80,000 bees to mimic their natural environment in a factory setting and create hives in custom shapes, like a Dewar’s whiskey bottle. The Ebeling Group, which produced the accompanying video, had to do their work in full beekeeper suits. That is how you commit to a project.

The 60-second video offers viewers an artsy glimpse into the totality of the 3-Bee project. The edgy tone comes from muted lighting and  background music that might as well be a leftover composition from Radiohead member Jonny Greenwood‘s There Will Be Blood soundtrack. I’m not sure that this strategy would make me want to purchase a drinkable product, but the creativity involved more than makes up for it with originality. Credits after the jump.

Read more