I am thick and not worthy of the title "Planner"

I just don't get it.

I feel a real thicko (as my younger brother used to say) Apparently it is about family and together-ness, but I still don't understand.

 

Comments

[Mikej]

I dont get it either

[John]

It's about beer and pineapples obviously! And using the word pass in an alcohol line is just asking for graffiti.

But anything is better than reassuringly expensive.

As for you, I thought your title was social maven about town and not merely planner.

[Onika]

For me "generations of care" is the main take-out and it's shown in many different ways here.

I also think it's a good evolution of "reassuringly expensive" which always begged the question "why?"

The whole cinema-noir feel is my favorite kind of ad - I hope it never goes away. Love it!

[Paul H. Colman]

Are you a planner, Amelia?

[Willem van der Horst]

When I first saw it, and actually still when I watched it again now, the whole beginning made me think of the food black market during the second world war - a pineapple could definitely be worth a lot!

It occured as a weird setting and a dodgy bunch of people and I wondered what the ad could be for. I think the end of the ad wants to convey brotherly, happy together, feelings. But by that time it wasn't making much sense to me anymore and I had switched off...

Everything looks really nice in the ad otherwise, it's a complete fantasy land though. Given the image Stella Artois has (cheap beer, bar brawls...), might as well use it, press on the dodgy pineapple deals and create a really down to earth, tough nut, beer in metal or wooden tankards (I would imagine "The Mended Drum" from Terry Pratchett's Discworld books) - that's Artois to me!

But that's just me, I might have strange cultural references, I don't know...

[Asi]

I recently find it hard to get ads in general....Increasingly it feels, well, pointless(?).

The one that I don't want to kill someone over, mostly leave me with something like:

aha...so...mmm...and?

A

[Dan]

I think it's tied in with the Artois brands' recent poster advertising, which is more about the heritage of the three brands than about Stella's singular (and ongoing) faux-premium position.

The idea's in there - generations of care - but the execution just doesn't help, does it?

I guess they were trying to show off some ingredient story with the pineapple.

The mother and daughter scene was gratuitous (did someone worry that it wouldn't appeal enough to female drinkers?)

And the policeman subplot made me think that there was something sinister going on outside (as much to do with my conditioning from classic Stella advertising as with filmic convention) but in the end it was just a friendly reminder for one cop to join another on the beat.

Yikes.

[Amelia]

God - I so so over-thought that whole thing. I thought that the pineapple was a black-market story going on, than there was a prostitute (at least I thought that she was one), and the monkey I had just no idea about. I really was confused.
Felt exactly like all the old Stella ads in terms of tone though.
Stella interests me because the advertising is so at odds with its "Wife Beater" image.

[Tom Cole]

I guess that the (one of the) point of the ad is that inbev are trying to move away from the stella brand which has gone swiftly from reassuringly expensive to wifebeater, hence at the end of the ad you get the artois family, rather than STELLA. Pass something good on then places the emphasis on the family of artois beers - its their way of shouting we're not just stella! apparently stella sales ain't been too hot recently...

[Doug]

I'm only commenting so I can use the phrase "the pineapple is a mcguffin".

So was the monkey...

Yes, I really wanted to go to film shcool. No, I didn't go...

[Doug]

It's very pretty looking ad.

Is it anythign to do with the guy who did Delicatession and City of Lost Children?

FYI - I get the Artois been around in Europe since the war, heritage etc.

[Doug]

notice it's a, not sure if this is the correct term or if there is a term, it's global ad.

No lip synching, very easy to change the voice over to frech, spanish, urdu.

[Doug]

and another thing.

I notice there is a trend to these long form high production, confusing plot, commercials to get the Youtube (hate the word viral) effect to kick in.

[Amelia]

Thanks Doug!

[Richard Band]

Why is it that brands that are known around the world as premium and high quality (Stella, Burberry in particular) are dented in Britain by their mass adoption by dodgy chavs? In the States, both these brands are revered.