This picture goes with a series of advertisements from Bud Light using the #UpForWhatever. This marketing campaign was supposed to encourage its users to let loose, have fun, and say yes to things, using their product. However, it completely missed the mark and instead comes off as promoting rap
Why did this advertisement miss the mark SO badly?
For one, context. Maybe if this had come out in 1950, it would have been funny. But this came out in 2015, an era of #MeToo, I’m with her, and women finally standing up for things that have been ignored for too long. In a world where alcohol-fueled rape culture is all too prevalent, putting something out that encourages it, purposefully or not, is disgusting. To properly deliver an advertisement or speech, one should always consider the context surrounding the situation: what is going on right now that will influence how people perceive this? The timing and rocky cultural situation made this dicey advertisement for Bud Light even worse.
Another thing to analyze about this advertisement is how it misses targeting its audience. While it may be stereotyped that most people who enjoy Bud Light are men, women do drink beer as well. And these many who drink beer have wives, mothers, girlfriends, etc. who would see this slogan. 1 in 6 women today have been sexually assaulted, and many men have experienced sexual assault and rape as well. Anyone who has been assaulted or loves someone who has been assaulted would read this message and immediately cringe. Whether they meant it or not, the message is still out there, and the fact that this went through rounds of brainstorming without a second thought means there is a problem.
Finally, the actual point of the advertisement is confusing to me. The hashtag Up For Whatever was all over their advertisements during this time, but the actual slogans appeared on the beer cans that you only see once you’ve already purchased. I don’t understand why they wouldn’t be on the outside of the box or on billboards or commercials. Finally, the whole point of encouraging people to get drunk, fight people, be stupid, and get in trouble is interesting and seems like it could come back to bite them.
Overall, this advertisement was a disgusting oversite on their part and has now turned people away from their product instead of encouraging it.
I was very surprised to read that is advertisement was from the last decade. In a world filled with movements against rape and pro-women speaking out, I’m surprised to see something like this. I believe that your analysis is well written and well informed on the topic. The point of the ad is very dubious and you seem to point that out.
When you come across ads like these it’s really hard to imagine that things this problematic go unnoticed in the creation process, especially recently. It kinda makes you wonder if the companies and firms are really taking banking on the saying “there’s no such thing as bad press.”