Andy Morton

Diageo's Bell's whisky ad proves industry is a soft touch

By: Andy Morton - 7 February 2014 12:28

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It seems to me that ads for alcohol used to fall into two categories - funny or cool.

Nowadays, our marketing men are branching out into a third option - touchie-feelie. Last week's Super Bowl provided us with more than a few cry-fests (and an adorable puppy). And now Diageo's Bell's whisky brand practically pokes us in the tear-ducts with its South African commercial that shows an illiterate man desperate to read a particular book.

After the Super Bowl, a marketing professor told Reuters: “We are seeing companies talk about more inspirational topics.” 

For inspiring, read emotional. So, will 2014 be the year of the advertising weepies? Well, put it like this - the Bell's ad already has half-a-million views just a week out from its launch.

That's pretty impressive for a single-market commercial.

Hankies at the ready, everyone.

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