MEDIA CHOICE: Fiona Dixon, head of client development at Capital Radio Advertising, chooses the Beck’s ad bought around the Turner Prize 1999 programme on Channel 4 on 30 November, to launch its latest campaign

’Following on from Beck’s ongoing relationship with the arts, this advertising tied in well with a history of arts-related sponsorship. For some 15 years Beck’s has asked famous artists, Damien Hirst among them, to create limited edition labels. This year Tracey Emin, she of the famously unmade bed, introduced the nation to her bathroom courtesy of a Beck’s bottle label, revealing herself naked in the bath.

’Following on from Beck’s ongoing relationship with the arts, this

advertising tied in well with a history of arts-related sponsorship. For

some 15 years Beck’s has asked famous artists, Damien Hirst among them,

to create limited edition labels. This year Tracey Emin, she of the

famously unmade bed, introduced the nation to her bathroom courtesy of a

Beck’s bottle label, revealing herself naked in the bath.



’The advertising topped and tailed the first ad break in the Turner

Prize programme; the first part of the show had featured Emin in full

flow.’



Having unveiled her unmade bed at this year’s Turner Prize exhibition,

the ad placement followed the theme. In addition it made mileage of much

press coverage of the new limited edition Beck’s label.





Client: Scottish Courage



Brand: Beck’s



Media agency: MediaVest



Medium: Television



Media planner: Graeme Adams



Media buyer: Steve Bignell



Creative: Mountain View



Brief: Use television programming to create synergy and capitalise on

sponsorship of the arts.



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