Pretentious PR

Carlton Draught - Made from beer.

Carlsberg - Probably the best beer in the world.

Heineken - Refreshes the parts other beers can't reach.

Great beers. Great taglines.

What about Amstel?

Dutch beer. Very rarely sighted in Australia.

Somehow I don't things are going to change if the 'innovative' new Amstel campaign is anything to go by.

Here's a couple of gems from what is surely the most pretentious campaign press release I have ever seen:

"Photographs from a series of photo shoots will be projected onto buildings in some of the trendiest hotspots in Sydney, Melbourne and Perth, chosen for their close affinity with the lifestyle of the typical Amstel drinker."

"The interactive shoots featured model Lilia Osadchuk popping Amstel bottles in front of a crowd while fashion photographer Kane Skennar directed the perfect photo."

"The campaign set out to bring to life the vitality and innovation of the Amstel brand right into the heart of its target market. Consumers could interact with the shoot by staring in a photo with Lilia. The photo was then beamed up, in real time, on the wall as a live billboard for others to see."

"Kylie Wallbridge, Marketing Director said, Amstel is a modern, vibrant brand and we wanted to reflect its personality by engaging with consumers in a different and exciting way. Consumers can not help but be drawn to a live photo shoot that interrupts them as they are on their way out on the town."

As Basil Fawlty once said - Pretentious. Moi?