This is the launch ad of a campaign that helped turn a local Oxfordshire beer into a national brand.
At the time, popular lagers in the UK were like dishwater compared with ales. My art director Jeff Suthons and I decided to champion ale drinkers by mocking lager drinkers as being afraid of flavour. I coined the term Lagerboy and we created a campaign out of it.
Our client Rupert Thompson said this “must be the most successful ad I have ever run in terms of the impact versus spend ratio.”