Bass Ale Sticks It Tongue Out at Trends

Advertiser: Bass Ale

Agency: Weiss, Whitten, Stasliano, New York

Challenge: Give a contemporary sensibility to a brand that is nearly two centuries old.

The Ads: In a series of print ads, Bass Ale suggests that it is above trends. One ad shows a man licking a woman’s boot. The legend: “In a world of strange tastes, there is always Bass Ale.” Another ad shows men and women flaunting cigars. It says: “In a world of fleeting diversions, there’s always Bass Ale.” Result: Bass Ale is attempting to carve out a position as the real thing. The company says that its goal, beyond selling product, is to prompt discussion about what is genuine. A likelier question might be: What is a boot-licker? $$

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Ads are rated from $ to $$$$, based on probable effectiveness and tastefulness, with $$$$ being the best.