Aiming for classy, AB’s Black Crown defines modern vulgarity in new print campaign.

Gods of Advertising

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Classy!

Flipping through magazines the other day, I discovered a new print ad for yet another Anheuser Busch beer product, this one called Black Crown -partly because it is made with caramel malt and partly because, I suppose to the brewery, it sounded cool.

When coming across new ads, I tend to read the body copy and this one was no exception. Take note of the following sentence. “Toasted, chosen and handpicked by the loud the savvy and the famous.” Huh? What the hell does that even mean? On a literal level, the first three verbs confuse because they are identical to language used when describing the process of making beer. Here, however, it means something else, perhaps far worse than brew-making clichés. Finish the line. Take a look at those three adjectives: “loud, savvy and famous.” If that’s not a definition for “douchebag” I don’t know what is.

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