Got an opinion? There’s a beer for that.

Old boy in the bar staring at you weirdly?
There’s a beer for that. 

Apple lawyers breathing down your neck?
There’s a beer for that.

Your last advertising campaign was simultaneously embarrassing and widely ignored by your target audience?
There’s a beer for that.

The much maligned Let There Be Tim Beer has relaunched this week as There’s A Beer For That. The new campaign has garnered mixed reviews but when your first attempt was down right ridiculed “mixed reviews” isn’t actually too bad for starters.

I didn’t think much of the original campaign. It looked like a confused lager advert where the brands didn’t quiet understand why the words “Let There Be Beer” were plastered every where their own branding was meant to be. After all, they paid for it! The follow up social media debacle involved Tim Lovejoy creating various awful beer and food combinations. Fosters Gold, anyone?

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The new campaign actually does it’s best to show off a range of beer styles, even with the delightful shot of a man reading with a glass of Belgian ale on the table. Lovely. Though it was thus “loveliness” that was the overarching theme of the advert. Lots of happy people with pristine pints. Take a sip, people!

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When I first saw it, I cried at this Guinness advert. I found it profound, sweet and it had a good message. The opposite of love is not hate, it is indifference and I feel nothing much either way for the There’s A Beer For That advert. It’s sweet and fluffy but that’s about all it has going on. They’ve tried, but there’s nothing much underneath.

Chris Hall, of The Beer Diary, put it well. “Shouting BEER at the whole country with a flimsy message for £10million isn’t going to change anything.”

The money’s the thing with this campaign, the big boys are throwing millions at a problem they don’t quite know how to deal with. They’re confused, scared and somewhere there’s a man in a suit asking what the hell a Juicy Banger is.

“Imagine if that money was used on a campaign to get people down to their local or drink British beer, something with a genuine focus rather than something so generalised and vague. There’s a Beer for That is a sign that the big guys don’t know what to do about craft beer so instead of trying to beat them they’re attempting to piggyback on that success.”

Matt Curtis of Total Ales.

Pete Brown is championing the campaign this time round, saying “It’s real and naturalistic, and avoids all the cliches of the first film. It’s warm. It does that thing that’s so hard to do – show modern Britain in all its brilliant diversity without seeming forced or contrived.” It does this to an extent but I can’t help but laugh when the clichéd old boy glares indignantly at the Hipster. It’s a rather surreal moment and however heartwarming the intent, it just felt silly.

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Grumble, grumble, these bloody young lads with their pony tails. 

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Grrrrrrrrrr.

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GRRRRRRRRRRRR.

"There’s nothing ground-breaking about it in the wider scheme of things, but it does show ordinary people of both genders and all ages enjoying beer alone, in company, in the pub, at home, with food, or with a book — the kinds of images that mainstream TV programming consistently fails to present.”

– from Boak & Bailey’s Beer Blog.

I’m not spitting venom and I’m not full of shining enthusiasm. I’m indifferent. Yes, it’s better than the horror of Let There Be Beer but it’s not exciting. It’s a scone in a world of red velvet cupcakes and scotch pancakes that have been dropped on the floor.

Chris Hall’s post, Designed To Be Human, Matt Curtis’s typical well-thought out yet rage-filled article and Boak & Bailey’s tuppennys’ worth are all worth a read. Go. Read them now. Or just continue looking at this guy’s face.

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