Hitting the front page of Reddit is usually like hitting marketing gold, bringing with it the sweet sweet traffic generated by the never-sleeping internet horde. DraftFCB has had a taste of that delicious Reddit link love for its 'Say Yeah, Nah' alcohol responsibility TVC for the Health Promotion Agency – although many denizens of the online community are left confused if what they've watched is actually a beer commercial in disguise.
The post (titled "I'm confused by New Zealand's new anti-drinking ad") hit the front page two days ago and has over 2000 up votes (this is a slightly above average figure for front page content on Reddit). Here are some of the comments:
Are you sure this is not a beer commercial? It would be a good one, too. I want a beer now!
Clearly his friend pre gamed before the bar and doesn't want to spend anymore money
Do all New Zealanders sound like Hobbitses?
Allow me to explain
Yeah, Nah = No
Nah, Yeah = Yes
I know this shit can be fucking confusing if you're from a country besides Australia or New Zealand
And coming to DraftFCB's defense is dj-funparty:
It's simply implying that you don't need to rely on alcohol to have a good time (quite an ingrained concept in our culture.. any socialising = better get drunk as hell), and to show encouragement / support of people who don't want to binge drink in a positive light - as opposed to the usual "get pissed you pansy" response one would typically be greeted with.
We at StopPress think DraftFCB's aim is clear – it's not about vilifying having fun and a few drinks, it's about making it okay to say no once you've had enough. However, the flashback/ flash forward/flash sideways thing is confusing and the ad clearly hasn't learned a single thing from watching countless seasons of Lost.
Take a look at the TVC below and tell us what you think. Is the message clear as day or are you left wondering which beer brand this ad is for?