"We've tried to go for lager's tone of voice,
Lindsay Fenwick, the account executive on Greene King, said. "It's the tone that younger drinkers tend to respond to."
Unlike the lager-style campaigns unveiled recently by brewers such as Caffreys, the IPA campaign steers clear of shots of young groups in bars in exchange for surreal work. Each ad focuses on the consequences of the beer's "moreish
qualities and ends with the line: "Greene King IPA. Could you say no to another?"
In one spot a cyclist is riding through the mountains when his brake cable snaps, plunging him down the mountain. He survives and sits up in the middle of the road to be run over by a truck. Once again, he emerges unscathed.
The camera then cuts to a pub interior where the grim reaper is seen settling down to another pint of IPA.
The ads were written by Matt Crabtree, art directed by Simon Hepton and directed by Paul Street through Streetlight Films. Media is by MediaCom.