Advertising Greene King IPA

Greene King IPA has just launched a brand new integrated advertising campaign to promote Britain's best-selling cask ale as 'the pint with nothing to prove'. The new strap line, which emphasises the inherent quality of the beer, gives the brand a fresh identity following a 4 year break from TV advertising.

The return of the nation's favourite cask ale to TV screens across the country demonstrates Greene King IPA's continuing commitment to leading and stimulating growth in the cask ale category. The integrated campaign will run across TV, outdoor and press from 4th August for 11 weeks.

Created by MCBD and directed by Jeff Stark, who credits Guinness and Carling among the beer brands he has brought to life on the small screen, the advert contrasts two main characters in an amusing, quirky scene shot at a London pub. The scene follows a desperate comedian misjudging his audience and hurling insults at members of the crowd in a bid to get a cheap laugh. The quietly confident, self-assured Greene King IPA drinker becomes the butt of his jokes, but upstages him by revealing that he is, in fact, a comedy talent scout.

Click to view the TV Ad (You will need Flash Player to watch this movie)

The new advertising also features London Underground and press advertising, comparing Greene King IPA to overblown and superficial product that try to hard.

Click to enlarge the ads below: