Ahead of the August 24 national television premiere of the second instalment of the “Mission ImPAWSible” advertisement from Red Stripe’s new marketing campaign, members of the local blogosphere were invited to a special screening at Usain Bolt’s Tracks and Records at the Marketplace on August 22. Directed by Storm Saulter out of the New Caribbean Cinema (NCC) camp, the ad series follows the capers of a seven-foot beer-loving bear called RED.
In the first ad, RED infiltrates the Red Stripe warehouse and helps himself to crates of beer, confounding a team of SWAT-style operatives as he makes good his escape. The latest ad finds the law in hot pursuit of RED, who not surprisingly appears to be a real party animal. The inevitable encounter between the sociable ursine bandit and the authorities ends with a twist that is out of this world.
Red Stripe’s new out-of-the-box campaign, which started with teaser ads that featured paw prints and claw scratches, has been getting mixed reviews from the public. At one end of the spectrum, persons are applauding the campaign as a bold, creative and welcomed break from the norm. They give it props for the excellent production value and savvy move to incorporate social media. At the other end of the spectrum, there are persons who are not quite sold on the concept developed by Prism Communications, with the criticisms ranging from the campaign being seemingly frivolous to lacking strong appeal to the brand’s target audience.
Disparate views on the campaign can only mean greater discussion and debate on the Red Stripe brand, and no matter what side of the fence you’re on, curiosity will most likely ensure that people remain tuned in to see how this campaign plays out.