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Beck's airs first network TV spots.

The first network television commercials for Beck's beer debuted on recent late-night programming including the "Arsenio Hall Show" and "Late Night with David Letterman."

Produced in 15- and 30-second versions for both national and regional use, the spots appeared throughout the 1991 holiday season and will continue in 1992 during major NCAA basketball games, as well as late-night programs.

According to a Beck's spokesperson, the ads place the brand in "the mainstream of a young, active lifestyle, focusing on real people in |real life' consumption situations."

Created by Della Famina McNamee, the new ads feature Beck's, Beck's Dark and Beck's Light being enjoyed in a "music video" style montage of urban scenes. A voice-over explains, "In every bar, in every city and in every town, where those who are drawn to the cutting edge seem to gather... there's a sound that you expect to hear above the music and over the heated conversation. It's the sound of German being spoken by those who bring their passion for life to places like these..."

"These commercials are a departure from previous Beck's spots," reported John Kucich, president and CEO of Dribeck Importers. "They place Beck's in the company of young, active, contemporary consumers, who represent the bulk of import beer customers. These ads also emotionalize our beer's high-quality reputation and German heritage in a hip and fashionable way."
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Publication:Modern Brewery Age
Date:Mar 2, 1992
Words:226
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