A blonde babe in a skimpy tube top is the focus of a recent TV spot for Labatt Blue Light by Grip of Toronto. Since Blue Light is less hearty than other beers, the campaign focuses on the idea of less is more, says Randy Stein, CD at Grip. ‘In research and talking to targets [guys 19+], one of the big things they loved about Blue Light and light beer is that it’s less filling,’ says Stein.

The goal of the campaign is to convey the benefits of Blue Light by focusing on fun scenarios where ‘less of one thing leads to more of another,’ he says. In the spot ‘Tube Top,’ for instance, two guys want to make more money in their clothing business by using less fabric. They find it a hard task, as sometimes this notion could lead to showing more skin than some would like (plumber’s butt, anyone?) Luckily, they spy a random gal sporting a tiny tube top – and discover that such a great business idea would also lead to tube tops on more women.

The ad, which includes the song ‘Nothing Left to Lose,’ by U.S. rockers American Hi-Fi, launched mid-April and will be followed by two others in the coming weeks.

Andrew Howard, senior director of marketing for Labatt’s premium value brands, says the use of music in Blue Light advertising is a first for the brand. ‘Music is a key driver of entertainment that sends out quick cues,’ says Howard. ‘We wanted Blue Light to become a much cooler brand.’ Howard notes that everything from the way the ad was shot to the talent used seek to convey a sense of style. Further, he says the ad ‘tested fantastically’ in their research.

Stein says that the ‘less is more’ approach will likely work in future executions. ‘We looked at it as big picture and tried to create a platform that will work for many years.’

– by Kristen Vinakmens

Check out ‘Tube Tops’ in the Strategy Screening Room:
http://www.strategymag.com/screeningroom/20030422/tubetops.html

Agency: Grip

Client: Labatt Breweries of Canada

Producer: Laurie Maxwell

Production House: The Players Film Co./Monkey Films

Director: Douglas Avery

DOP: Richard Henkels

Sound House: Pirate Radio and Television

Editing: Panic and Bob