Whiskey fans, get ready to unite in masculine, chest-bumping celebration. According to various sources, Beam Global Spirits & Wine, Inc. (the makers of Canadian Club Whiskey) is undertaking a multi-layered advertising campaign -- the first in almost 20 years for Canadian Club. The best part? It's retro. The campaign is titled "Damn Right Your Dad Drank It" and features actual imagery from the 1960s and 1970s with some quite provocative taglines, like: "Your Dad Was Not a Metrosexual," and "Your Mom Wasn't Your Dad's First." Find the ads in new issues of Rolling Stone, Sports Illustrated and Sporting News.
The taglines are meant to remind everyone that their dads were once cool, stylish and the kind of tough ol' boys that, if pressed, could break that same bottle of Canadian Club over the bar and fight if he had to. The hope is that the ads will represent "manly" men and their drink of choce, whiskey cocktails made with Canadian Club. The online drinking commentary has been amusing, at best. Here are some:
From www.adrants.com, by Steve Hall
Canadian Club Says 'Damn Right Your Dad Drank It!'
(The ads) haul out imagery 60's and 70's imagery from actual Beam Global employees and positioning Dad as a once cool manly man ... Are we seeing a full-on return to the glory days of the hard liquor cocktail when beer was for factory workers and wine was for sissies? Can we now go back to the three martini lunch, pinch asses in the afternoon and have three more martinis at night while watching Mad Men? We might not get any work done but it sure sounds like fun.
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From The Scotch Blog
Your Dad was much cooler than you are. Yep that's right - they are saying it's cool to drink whisky BECAUSE your dad drank it, not despite it. They are also saying that your Dad was probably more of a man than you are. According to the press release: The thought-provoking campaign challenges consumers to embrace their dads classic masculinity, most visibly expressed through their choice to drink Canadian Club whisky cocktails. In launching Damn Right, CC invited Beam Global employees to search through their photo albums to submit images that epitomize the campaign. Eh. I'm not buying it. The message I get from the attached ad? Your Mom likely wasn't your Dad's last either.
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My thoughts? Well, I'm the whiskey drinker in the family -- my dad prefers vodka. And I'm also a girl, so the ad, while somewhat amusing, doesn't connect with me. I'm eager to hear what happens in the bar scene -- will there be a rush on Canadian Club and Coke? Will guys who order Canadian Club automatically become cooler? That's a big no. Besides, if your dad was (or still is) cooler than you are, well, talk to him and get some pointers.
What do you think of the ads? What do you think of Canadian Club?
-- by Jessica Bowman