Private View: BrewDog's porn push does little to satisfy


Bobby Hershfield



VP, Executive Creative Director, The Community New York

BrewDog’s new campaign to attract users to its brand via a fake porn site reminds me of Matt Dorlon, my rival for high school Student Council President.

Matt’s red campaign posters had large block lettering that read: "FREE SEX." Then, in small type across the bottom the following phrase appeared: "Now that I have your attention, vote for Matt Dorlon for Student Council President."

BrewDog essentially has enacted the same strategy: using sex to steal someone’s attention for some other agenda.

Why?

The idea of creating a network with fun, comedic interesting content is a dream for any agency. I particularly liked the contest to untangle phone chords even though phone chords seem about as relevant today as typewriter ribbon. But still, pretty fun. So, why degrade this wonderful idea with a cheap campaign? Can’t the content, if it’s good, serve as not only the medium, but also the message?

A manipulative gene already exists in advertising’s DNA. But, the skin and bones of an original idea coupled with the emotion and personality of a tight execution allows us to live with that gene – to feel comfortable in our own skin, so to speak. These bait-and-switch campaigns that pull a fast one on the consumer have lost originality and allow that manipulative gene to dominate.

BrewDog had a nice idea, but rather than let that idea remain front and center, went by way of Matt Dorlon.


Duncan Bird

Executive Creative Director, Glow

Hell yeah, BrewDog, you had me at porn!!!!

If you’re selling porn then please sell me porn. As a good friend of mine from Portland has oft time told me - Pornhub are masters at porn. But more than that, they actually know how to sell their "shit." They ran a competition for a great "G-rated spot" - I see what they did there - and they chose this ad and ran it in Times Square.

In a confident/drunken moment, BrewDog said, "Porn may be the most popular content on the web today, but we’re about to change that." I’m sad to tell the hammered people of BrewDog that the results look a lot like a local pub band covering The Beatles versus the actual Beatles. Brew Dog’s 2,819 views on Vimeo vs Pornhub’s 81 million views a DAY. It’s either "fake views" or BrewDog has a wee way to go.

I really admire your spunk BrewDog, but please don’t jerk me around or I most likely won’t come back. Strap yourself to beer, not porn, and I’ll happily pour it all over me.

I think I need a lay down and a stiff drink after that.