So, there’s this series of Kettle One TV ads that have been pissing me off for a while. You know the ones, they feature a bunch of dapper James Bond-ish dudely dudes sipping vodka on the rocks and playing poker. A deep, raspy voice says “There was a time when men were men … it was last night.”
Though I’m well aware that most hooch commercials are all about image and sex, this one takes it to an unfortunately hokey extreme—and is appallingly sexist to boot. Talking with a pal earlier today, I realized that this Mad Men-induced nostalgia for “simpler times” in liquor advertising is totally getting out of whack.
Exhibit B: The equally sexist “Damn Right Your Dad Drank It” Canadian Club ads:
The only brand that seems to have nailed the concept of evoking the magic of drinking in past eras without being annoying is Bacardi. Even with Matt and Kim's catchy indie pop playing in the background, Bacardi drives home the idea that, by drinking their product—a Bacardi mojito in this case—you are participating in a time-spanning cocktail tradition. It’s good stuff.