A year ago, the UK Guardian newspapers ran a short article deconstructing a British TV advertisement for Strongbow beer. Watch the advert below, and then read the article. The BNP is the British National Party, a neo-fascist political party.
But what is interesting is the complex set of both politically correct and prejudiced rulings from which this ad, as well as the current Guinness one, evolved. Four blokes in a pub? No. Looks like a hooligan gang. Two blokes? No, no, no! Not that there’s anything wrong with it, but Strongbow’s not that sort of pint. One bloke? No. A loser. Probably got a book. Gotta be three blokes. Two blokes and a girl? Bloke and two girls? Too much implication of ménage à trois. Three girls? No. Too much implication of knickers round ankles at two in the morning in the town square, doubled over and urinating into a gutter. When it comes to women and pints, Al Murray’s glass of white wine for the ladies holds unironically true in adland. No, it has to be three blokes, blokes who like doing it with women so long as the “it” isn’t social drinking. Three white blokes? No. A bit BNP nowadays. Two white blokes and a bear in a pork pie hat? Too retro. Three black blokes? Now steady on. Two black blokes and a white bloke? Not being funny or nothing, but what would the white bloke be doing there?
So, it’s settled then – two white blokes and a black bloke, going down the pub to get completely and utterly, well and truly “refreshed”.