What Kind of Ad Hating Ad Man, a.k.a. Arrogant Bastard, Wrote This Copy?

For many brands, especially beer brands, it’s important to have attitude.
In the craft beer world, I’ll argue it’s just as important that one’s beer (more so than one’s brand) has attitude. For if the beer has its attitude right, the brand will naturally fall in line.
That’s the story with Arrogant Bastard from Stone Brewing in Escondido, CA–a beer I enjoyed for the first time last night.
Please take a close look at this anti-advertising stance that is essentially very good advertising:
All I ask from a product like this is that it live up to its self-generated hype. Arrogant Bastard does.
Now, if that arrogant bastard of a client/boss/coworker would do the same, all might be right with the world.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.