By: Olivera Perković, CEO, Jana Savić Rastovac, Creative Director at McCann Belgrade
Twelve years have passed since the fury called “To, kume!”, an ad that has become part of the DNA of our agency representation, a reference for what is required, what is good, true, real and domestic.
In the past twelve years we have heard many times people asking for something like “To, kume!”, and many times we explained that this is not a solution.
New market opportunities have brought us the possibility to deal with this legend as we believe is fitting – with the Truth. Truth Well Told is the backbone of the creative philosophy of McCann brand.
New campaign for LAV was an occasion for one crucial, and many smaller truths. Some have been put in the ad, and some in this text.
The key truth: It’s true that some ads are better than the others.
And many smaller truths:
- It’s true that beer advertising is in crisis.
- It’s true that advertising in beer category should be one of the most free and most fun.
- It’s true that this is a process of searching for all the relevant truths – about the category, about the consumer, about the campaign, about the product, about us and about the context in which we live.
- It’s also true that this context in economy, culture, mentality has determined successes and failures of all beer campaigns over time.
- It’s true that the category has been redefined, changed.
- It’s true that regardless of the trends, the user will always value a good product and transparency.
- It’s true that it’s not easy to repeat an ad that became a cultural phenomenon, a standard for success or a synonym for a brand.
- It’s true that you want to experience the greatest successes again.
- It’s true that success sometimes doesn’t come so much from the ad, as much as from the product.
- The reverse is also true.
Creative team: Bojan Babić, Vladimir Vuković, Lidija Milovanović
Account: Goran Jović
Creative Director: Jana Savić Rastovac
Strategic planner: Marija Stošić
