Lowe debuts poster campaign for Interbrew's Bass beer

Lowe's inaugural work for Interbrew's Bass variant is based on the contention that wherever you go, you'll never get a bad pint of Bass.

The poster campaign marks the first time Bass has advertised in more than seven years. It introduces the line "expect perfection" and is based on the notion that because Bass is a consistently good pint, drinkers expect the same sort of perfection in other aspects of their drinking life.

One execution depicts a spirit level resting on an absolutely level pub pool table to ensure that there is a consistently perfect game. The second features a salted peanut being measured by a precision measuring tool, while another shows a last-orders bell and a tuning fork.

The media, through Starcom Motive, focuses entirely on the south east of England. The ads will run on 48-sheet sites and Transvision poster sites across major rail terminals in the region in a bid to target commuters on their way home from work.

The ads were created by the art directors Steven Paskin and Simon Brotherson and the photographer was David Hughes. They are the first work Brotherson has produced at Lowe since joining from J. Walter Thompson in September.

Damon Collins, the creative director at Lowe, said: "After months of exhaustive research into the ale market, the team ended up with not only an almighty headache but some simple, elegant posters."

Lowe won the Bass account last August - the previous incumbent was Mustoes.

According to Nielsen Media Research, cask beer accounts for 2.5 million barrels of beer a year and represents a diminishing 8 per cent of the market.

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