’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.
