Pick of the Week: Camden Town Brewery’s 'drinkable' ad is a welcome distraction

Absurd animation provides temporary relief from the feeling that '2020 is bad'.

If you watched any of the Champions League matches last week, you might have seen Camden Town Brewery’s new ad, which encourages people to scan an on-screen QR code for a chance to win free beer.

Needless to say, my friends and I scrambled for our phones and jumped to attention in an attempt to get in on the freebies.

Inspired by the overwhelming sentiment that “2020 is bad”, the giveaway aimed to perk up the public. It was packaged in a wonderful animated spot, in which a host of brewery characters brainstorm an antidote to our malaise. As animation styles collide and absurdity ensues, a pint half empty turns into a pint half full and a Scottish cat prompts viewers to scan the code. 

This is the latest uplifting lockdown activity from Camden Town Brewery, which previously rebranded its signature Camden Hells lager as Camden Heroes, launched a virtual pub and held a Twitter auction to raise funds for healthcare staff. 

As well as doing good for essential workers, the brand’s advertising is a rarity in that it made me actually interact with it. And even if I’m not a winner, at least the campaign gave me a momentary jump for joy.

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