Beamish work takes comparative approach

Rainey Kelly Campbell Roalfe’s first television work for the Beamish brand breaks this week as part of a pounds 4 million campaign contrasting the personalities of the red ale and the black stout options.

Rainey Kelly Campbell Roalfe’s first television work for the

Beamish brand breaks this week as part of a pounds 4 million campaign

contrasting the personalities of the red ale and the black stout

options.



Five pairs of commercials for the Scottish Courage-owned brand address

the issues of reincarnation, love, money, failure and marriage. By top

and tailing ad breaks, Beamish presents the red and black sides of life,

highlighting two elements of the Irish character.



A dark, swarthy, tousle-haired man represents the black approach to life

- contemplative and romantic. For him, love, represented by a picture of

a burning heart, is ’what happens to a man and a woman who don’t know

each other’. His sardonic mood dictates that ’marriage is not a

word.



It’s a sentence’ and that failure ’is so much more interesting than

success’.



The red side of life is communicated by a bright, eccentric,

flame-haired Irishman who represents the extrovert, humorous, lively

side of the Irish character.



’Money. I denounce it and all its evils,’ he says. ’Give me nature,

spirituality and a good woman (whose father owns a pub).’



Failure is also viewed without the brooding intensity: ’If at first you

don’t succeed, try, try and try again. Then quit - there’s no point

making a fool of yourself.’ While saying this, he fiddles unsuccessfully

with a Rubik’s cube, and eventually spray-paints one side of the cube to

make the colours match up.



Each of the spots ends with a close-up of a pint and the words ’drink to

the red side’ or ’drink to the black side’.



John Nicolson, the marketing director of Scottish Courage, said: ’The

Irish have different but complementary ways of looking at life. Beamish,

with its black and red variants, answers the call for a number of

different attitudes, tastes and occasions.’



The pairs of commercials were created by the agency’s two creative

partners, Robert Campbell and Mark Roalfe, and directed by Jeff Stark

through Stark Films.



Media buying for all Scottish Courage brands is through MediaVest.



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