Not a lot of fizz, but plenty of bottle
PETER YORK ON ADS No 83: RED BULL
MILLION-pound production values; spectacular computer-aided surrealism; famous youngish comedians with attitude; youth vox pops with goatee beards and Ray-Bans; much-loved pop classics. None of these staples of fizzy-drink advertising is evident in Red Bull's latest approach.
Instead we have a quiet little animation, almost monochrome, of a chap in a swivel-chair drawn in the manner of, say, the pre-Tina Brown New Yorker cartoons. He's a politician, a minister, being questioned by what sounds suspiciously like Ludovic Kennedy (the people who do ads these days!)
The questions are clever, insider ones - about Europe and MEPs. "Minister, you made explicit suggestions as to where Europe could put its parliament - and the left demanded you resign." Then on through a sequence of familiar ministerial U-turns, while the little animation shuffles its feet, ending with the challenge: "What now can save your ministerial career?"
It's all very grown-up, verbal and topical, like a dose of Ned Sherrin on Radio 4. Quite startlingly so for the product category. So one's expecting a bit of lights-music-action at the end. But it remains resolutely modest. Our minister's answer to the charges is to take a swig of Red Bull Energy Drink - whatever it may be - to the sound of a very trad organ fanfare. This is followed by the Red Bull pack-shot - Tory blue - and a very small dose of Chris Evans voice-over. "Never underestimate what a Red Bull can do." Lucozade Isotonic it ain't.
It's a singular little ad and it's caught me. But I reckon I'm not exactly the core target-market for energy drinks, which is something nearer that for Oxy-10 and Baywatch. Or is Red Bull patterned after the Phyllosan model?
! Video supplied by Tellex Commercials.
Instead we have a quiet little animation, almost monochrome, of a chap in a swivel-chair drawn in the manner of, say, the pre-Tina Brown New Yorker cartoons. He's a politician, a minister, being questioned by what sounds suspiciously like Ludovic Kennedy (the people who do ads these days!)
The questions are clever, insider ones - about Europe and MEPs. "Minister, you made explicit suggestions as to where Europe could put its parliament - and the left demanded you resign." Then on through a sequence of familiar ministerial U-turns, while the little animation shuffles its feet, ending with the challenge: "What now can save your ministerial career?"
It's all very grown-up, verbal and topical, like a dose of Ned Sherrin on Radio 4. Quite startlingly so for the product category. So one's expecting a bit of lights-music-action at the end. But it remains resolutely modest. Our minister's answer to the charges is to take a swig of Red Bull Energy Drink - whatever it may be - to the sound of a very trad organ fanfare. This is followed by the Red Bull pack-shot - Tory blue - and a very small dose of Chris Evans voice-over. "Never underestimate what a Red Bull can do." Lucozade Isotonic it ain't.
It's a singular little ad and it's caught me. But I reckon I'm not exactly the core target-market for energy drinks, which is something nearer that for Oxy-10 and Baywatch. Or is Red Bull patterned after the Phyllosan model?
! Video supplied by Tellex Commercials.
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies