The newest ad for Dry Dock depicts a barrage of sea creatures in dire need of a cold crisp beer. The print ad is a collage of every monstrous fish imaginable, all lurking in pitch-black water just underneath a wooden dock. Sitting on the dock is a six-pack of Dry Dock beer, beads of condensation running down each bottle which gleams in the invisible sunlight. To finish off the ad a sign on the dock warns: "Stay on the dock." The clear effort of Droga5, the ad agency behind this fun and spooky print, is to make beer drinkers feel like Dry Dock is a safe option; you can never go wrong with a Dry Dock beer.
A second companion accompanies the sea creature ad, this one showing a medley of underwater explosives and battleships lurking under the dock instead of sea creatures. The intent is the same: don’t leave Dry Dock or the unexpected with happen.
This advertising effort is a fun and clever way to grab beer drinkers’ attention using colorful graphics and a witty line. After seeing these two bold print ads it’s certain that beer drinkers won’t even think about leaving the dock.
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