Cannes Lions

BEER

OMNICOM MEDIA GROUP, Warsaw / KOMPANIA PIWOWARSKA / 2007

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Overview

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Credits

Overview

Execution

The off-screen voice warned that nothing is going to happen in the next 10 minutes, and this is the best time to have the Lech beer before the program continues. The warning was in fact the funny inversion of the Lech beer claim "It's going to happen". Since commercials are perceived as boring by the target group - Lech in fact provided its target with quite a useful service in the warning against dullness.

Outcome

The communication strategy, and the spot itself was a bomb. It created huge discussion on commercials and whether they are useful for anyone. Finally TV station owners decided to cease the Lech spot broadcasts. In fact the interest in the spot created was huge.

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