In a sheer stroke of advertising genius, Salta Beer has given three rugby players who lost teeth in action ‘Beer Tooth Implants’ – metal implants that double as bottle openers! And yeah, they actually work.
“We decided to give rugby players back the teeth they had lost in battle,” Salta Beer explained. “But we weren’t going to give them a simple tooth back, we developed a unique dental implant; a specially designed tooth to open beer.” Three rugby players were selected for the unique procedure and were featured in a commercial created in collaboration with Ogilvy Argentina.
Following the explanation, the three sportsmen – Johnathan
Batiga, Pablo Kwiczor, Uriel Santiago – each explain how they lost their tooth.
The procedure is then conducted, after which they are able to crack open beer
bottles with ease. The three men are seen testing out their new implants for
the camera, and also impressing their friends at a pub. “We gave them much more
than a simple tooth back, we made them want to smile again,” the ad concludes.
The commercial is apparently based on the idea that rugby
players are tough, like to drink beer, and often open beer bottles with their
teeth. “When the idea was finally there, one of the biggest obstacles was that
everyone thought it was going to be very difficult to find rugbiers willing to
accept the tooth opener implant,” said Ogilvy creative director Maximiliano
Maddalena. “But it was all the other way round. Candidates appeared
immediately, and in the comments of the video what came out was lots of people
asking for one!”
This isn’t the first time Salta Beer has come up with a
brilliant rugby-themed ad campaign. In a previous commercial, they had people
put money into a vending machine, and then tackle it from the side. When the
machine decides that it has been hit hard enough, it finally dispenses a cold
beer. Apparently, beer sales went up 25 percent in bars that featured their
dispensers!
GRRRR! Gimme a beer!
See ya, eh!
Bob
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