Skol introduces its latest product by comparing its customers to bats who live to party at night
When you think about going out at night to head out to a bar, several images come to mind. A venue full of bottles, friends waiting in your favorite booth in the back, happy hours and drink specials, maybe living for that moment of arriving at the place after a long, hard day at work. You probably don’t, however, think of bats.
It might seem like a stretch but international beer company Skol has associated those who choose to revel in the night with the nocturnal photosensitive animals. In their latest ad campaign geared at Brazilian audiences (where it is one of the most popular beer choices), Skol invokes these creatures of the night, who lay in slumber until its time to drink, to come try their new Skol Beats. In the commercial itself, we are shown images of people hanging upside down until a bottle of Skol Beats is opened, which causes them all to awaken and presumably party, all while a female voice recites a poem asking the sun not to bother these night owls, or rather, night bats.
The commercial was created by Brazilian ad agency F/Nazca Saatchi & Saatchi and directed by Brazilian duo 300ml, who have also done ads for Rexona and Axe. While the imagery is both eye catching and interesting, it does seem a little odd that the company would assume that the people who drink their beer are those who only live to party, especially when its one of the most popular beverage choices in the country, even if it includes people of all colors and genders in the ad, representative of Brazil’s diverse population. Still, in both concept and execution the ad is engaging, eye-catching and entertaining, at least enough so to get people to try out its latest alcoholic concoction.