Vice's Old Blue Last brings in people off the street to show that 'Beer is for Drinking'

A new campaign for a beer founded by a beverage giant and a media company is taking the utility of its brew to the next level in a new campaign.

In October of 2016, AB InBev and Vice joined forces to create a new beer in the US, Old Blue Last (OBL), named after the 400 year old London pub owned by the media company. Last year, the minimalist gold OBL cans crossed the pond to UK bars and maintained its no-frills attitude as an easy to drink, quality lager with the slogan 'Beer For Drinking.'

Today, Old Blue Last and the creative agency spun from Vice, Virtue, have launched a humorous new campaign, rather, a social experiment of sorts, playing off of the brand's simple slogan, entitled, 'Blank for Blanking.'

To realize the campaign, OBL and Virtue grabbed a handful of strangers off the street, placed them in a blue room and filmed their unprompted, unsolicited, and sometimes awkward reactions of trying to figure out how to use the everyday objects in front of them, including a piano, balloon (with nail), bell and more. The spots then cut to plays on the slogan, like "piano for playing" and "bell for ringing", emphasizing the practical approach the beer brand has taken since its launch.

Cameron Farrelly, chief creative officer, Virtue, said: "Some beer is up for whatever. Some beer is for the smooth hoppy after taste. Some beer is brewed for a hard-earned thirst. Some stand for a small town in Rhode Island. Others for Mother England and the Queen. Old Blue Last, however, is 'Beer For Drinking'. Utilitarian. Mundane. If only everything were that simple."

Watch the spots by clicking on the Creative Works box below.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.