Guinness ‘Surfers’ vs BrewDog’s spoof: which ad won the neuroscience stakes?

In order to launch craft stout Jet Black Heart, BrewDog recently posted its take on the most famous stout beer ad in the market – Guinness’ iconic surfer ad. Parody advertising is a bold strategy but there is a serious message expressed in the BrewDog ad which is that the craft brewer’s approach to brewing is to invest in the product, not the advertising. As result the spot features a pantomime horse and a wave machine rather than the CGI stylings of its inspiration.While the ad highlights BrewDog’s strong stance against the brewing establishment, does its parody strategy stand up from the brain’s perspective? Marketers are increasingly using neuroscience to assess the effectiveness of their creative, so Neuro-Insight neuro-researched BrewDog’s parody clip against Guinness’ Surfer ad, in order to measure…


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