Moosehead Cracked Canoe
I saw the ad on TV and almost thought it was a joke. Cracked Canoe? Really? Yes, it does exist, and it’s a slow brewed premium light lager. Premium light lager even sounds a bit oxymoronic, but there is something else going on here.
Despite our constant desire for the latest and greatest, and our now over-communicative nature, there is a flip side to that coin. In a time where life and messages go by at a frantic pace there is an underlying craving for simplicity — a throwback to the simple times.
I personally couldn’t do this for very long, now that I have fully adapted to a well connected life, but there are moments where I just want to push pause on life and enjoy the scenery.
I don’t think I’m alone on this one, and clearly neither did the respondents who likely influenced the latest effort from Canadian independent brewery Moosehead. John St. is the ad agency behind the communication which features a lot of positive slow motion moments like a man and woman exchanging a seductive glance in passing, and even a baseball going through a TV set in slow motion — apparently taking aim at media for creating for us an undue hectic lifestyle.
The Cracked Canoe website also pokes fun of our over-produced lives with a mock newspaper covering everything in a ridiculous “fast.”
Will Cracked Canoe be a hit? It’s a little tough, but as the slogan goes it’s an Ode to Slow, so when you’re thinking of those quite moments on the lake with a beer in hand, the folks at Moosehead are banking that you will be sinking a few Cracked Canoes.
Here’s to you slow!
Source: CBC News
