Solemn and mourning, the Rothammer 2014 ad campaign addresses tragic incidences that, surprisingly, don't involve drinking and driving. Although that is a common subject matter addressed by both automobile and alcoholic brands, it has been replaced by a more common occurrence: the finding of love. Marketed as a guy's beer, the Rothammer 2014 ad campaign shows what happens when a girl enters the picture.
The Rothammer 2014 ad campaign was conceived and executed by Prolam Young & Rubicom, an ad agency based in Santiago, Chile. Art directed by Andres Echeverria, German Quiroz, Johann Hotz and Diego Riveros with creative direction by Fabrizio Baracco, the print ads read, "When love is born a friend dies." This is illustrated by punk, biker and hunter funerals. These images were shot by photographer David Calderón.
What's Driving This Trend
- Love and Loss
- The Rothammer 2014 ad campaign taps into the trend of addressing the theme of love and loss in advertising.
- Alternative Endings
- The campaign highlights the trend of replacing traditional narratives with unexpected scenarios to create emotional impact.
- Changing Cultural Norms
- The Rothammer 2014 ad campaign reflects the changing cultural norms around relationships and the evolving perception of male bonding.
Who This Affects Most
- Alcoholic Beverages
- Alcoholic beverage brands can explore disruptive innovation opportunities by creating campaigns that challenge traditional messaging around relationships and emotions.
- Advertising
- In the advertising industry, there is an opportunity to disrupt conventional narratives and engage consumers by addressing unconventional themes like love and loss.
- Photography
- Photographers can explore disruptive innovation opportunities by experimenting with unconventional visual storytelling techniques to evoke emotions and challenge traditional representations.
