Ad Nut
Apr 2, 2019

Dear America: please give your seal to our beer

Colenso BBDO and Monteith's Patriot American Pale Ale have a cheeky request for the American embassy in New Zealand.

In what might be the boldest advertising move we've seen in a while, Colenso BBDO and New Zealand beer brand Monteith's are petitioning the US embassy in Wellington to give the brand's Patriot American Pale Ale the official US seal of approval. 

"We think a beer this U.S. of American needs some equally U.S.A.-ish recognition", suggests the campaign, which takes the form of a billboard posted outside the embassy, a social-media campaign, radio addresses and an open letter requesting use of the seal published in the newspaper from Rob Marshall, head brewer at Monteith's, to the US embassy. 

Ad Nut would like to add Ad Nut's own seal of approval to the wonderful dollops of humour Monteith's has worked into this campaign, from the deliberately highlighted conversions of spelling from British to US English, to the cheeky tone in suggesting to the embassy "Meet you at your place?" 

Unfortunately, America "could not be contacted for comment at the time of writing", note the folk behind this campaign. We wish them luck. 


Client: DB Breweries
Sean O’Donnell – Marketing Director
Dave Openshaw – Senior Marketing Manager
Brooke Freeman – Marketing Manager
Finian Scott – Brand Manager

Agency: Colenso BBDO
Media: Dentsu Aegis Network

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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