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Thanks A Lot, Budweiser

20090826budlight.jpg
Photo taken at John and Adelaide Streets, by Ian Simpson.


Reader Ian Simpson sent us this photograph, yesterday, of a newly installed billboard for Bud Light at John and Adelaide streets. It reads: “Torontonians aren’t cold. Not in August, anyway.” The ad, of course, is a direct response to a Coors Light billboard in British Columbia, which announced that that company’s beer was “COLDER THAN PEOPLE FROM TORONTO.”
The Coors Light ad sparked outrage. Well, outrage and the usual hand-wringing over whether or not it’s good practice to devote coverage in major news media to advertisements. And there were also plenty of people who didn’t see what the huge problem was.
But there was also definitely some outrage. Or at least a pretty good approximation of it.
On August 18, the same day the Coors billboard landed in the Star, CBC News reported that Coors had apologized, and that the company had promised to remove the offending ads, after receiving “about ten” complaints by phone and email.
Some Torontonians, it would seem, resent the perception that we, as a city, are uptight and incapable of warmth and humour. Protesting a billboard that made light of that stereotype in a (kind of) cute way was probably not the best way to go about dispelling that notion, but no matter. Complaints really do make a difference, and now we have a heavily qualified counter-slogan from a rival, equally crappy beer conglomerate to prove it.
Enjoy your free advertising, Bud, you King of Beers. You earned it.
(Meanwhile, Coors takes advantage of our temporary lapse in attention to colonize our bus shelters.)

Comments

  • http://undefined torontothegreat

    Both of these companies are really getting their monies worth :P

  • http://undefined james a

    Heh, not bad, Bud!
    As a sign of appreciation, I’ll say this: That Bud Light Lime you’ve been pimping around is actually way less offensive than I thought it would be.

  • http://undefined Ben

    Is it better than a regular lime? It must be GMO or something.

  • http://undefined Svend

    Thanks, Bud!

  • rek

    Both ads are bad for a number of reasons, but offensive? Please.

  • http://undefined JMcCormick

    They’re offensive not in content of message, but in the fact that these ideas are so played out. Cheap and easy. Gross. Is no one going to at least TRY and do ANYTHING different anymore, oh right, this is Toronto.

  • eller

    This ad has no credibility, given that this morning on the 27th of August it was bloody cold outside.

  • http://undefined montauk

    What are they advertising? Did they ask themselves this? It’s just a company-sponsored conversation between marketing departments. Maybe the next one will be “NICOLE, SECOND CREATIVE DIRECTOR AT BUDWEISER: WILL YOU MARRY ME?” And then the next one will be “I DUNNO JOHN, WILL YOU LEAVE COORS? BECAUSE THE COMMUTE WILL BE TOO LONG IF WE GET A PLACE, AND I CAN’T LEAVE BUDWEISER UNTIL MY CONTRACT ENDS NEXT SUMMER.” And then the next one will be, “CAN WE MOVE THIS CONVO TO G-CHAT? BECAUSE IT’S COSTING MY COMPANY MILLIONS OF DOLLARS AND WITH THE SUBSEQUENT SALARY CUT I HAD TO PAWN YOUR ENGAGEMENT RING.”
    Criminally stupid advertising.

  • http://undefined rek

    It has nothing to do with Toronto and everything to do with being beer companies.