Last week’s Lunch Meat was the result of us stumbling over an offensive ad campaign while researching an entirely different one. Seems like this happens at least once a year.
Anyway, the article was supposed to be about beach-related advertising. Advertisers know that for people worldwide, the beach symbolizes good times and relaxation.
They know people will flock to the coasts and lakes in droves — and as such, the beach is prime real estate, both literally and figuratively. Examples abound.
Marseilia Beach 4
How universal is this beach love? How about this series of Egyptian ads for Marseilia Beach 4 at Sidi Ab Del Rahman?
Yeah, we were surprised, too. The ad copy translates to “What Would You Do to Stay”? Of course, Marseilia Beach 4 isn’t just a beach; it’s apparently a luxury resort with condos and hotels, the works. The ads show folks committing to various bodily injuries and even faking their own kidnapping. Pretty evocative even if you can’t read the text!
We say “apparently”, because we couldn’t find a website for them. Maybe we have to Google in Arabic?
When they’re not adhering to their industry-standard advertising of product plus buxom, scantily clad models, beer company Corona has a longstanding relationship with beaches. Their “Corona Extra” product is the star of a long-running campaign with the slogan, “Find Your Beach.”
In fact, they’ve become so associated with beaches that Corona is considered especially a summer beer.
The association has become so powerful that their sponsorship of — and blatant product placement in — the Fast and Furious movies seemed a little weird at first.
How blatant did it get? In the series’ most recent installment — and SPOILER ALERT FOR BLATANT PRODUCT PLACEMENT if you haven’t seen it — Kurt Russell’s super-secret-Black-Ops-spy character offers Vin Diesel’s character a taste of fancy Belgian beer — as this discussion takes place in a brewery (because of course it does). Vin Diesel refuses on the basis that he is “more of a Corona man.” Whereupon Kurt Russell’s super-secret-Black-Ops-spy character pulls out an ice-filled, brand-labeled bucket of Corona Extra longnecks. Because of course he did.
“That’s funny, Lunch Meat,” you might hypothetically be saying, “But what does that have to do with beaches?”
Well, we had the same thought, and chalked it up to maybe sponsors don’t always have that much control over how the product placement happens. We thought this, because we apparently can’t leave work at work, even while we were watching the movie. Then we got to the end, where — SPOILER ALERT FOR MOVIE AND ALSO REAL LIFE — the film ends with a surprisingly touching tribute to series mainstay Paul Walker, following the actor’s tragic and all-too-real death.
On a beach.
The Beach Itself
Ads on the beach are nothing new, and we think we can safely say that several generations of children can fondly remember squinting into the sun to try to read those damnable plane banners.
But some ad agencies have come up with creative ways to use the beach itself as their advertising medium.
Over on the East Coast, agency Massive Media offers a wide array of beach-related advertising, from umbrellas to floating billboards — to sand stamps and sculptures!
But our favorite, hands down, was the promotion undertaken by independent ad agency David & Goliath, hired by Universal Studios to promote their King Kong attraction back when it opened in 2010.
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