Jim Beam Commercial

http://www.youtube.com/watch?v=BMdiRkiYREU

This is a commercial about the burbon Jim Beam, and it caught my attention because it didn't make sense to me. There is a girl with an accent who talks about the traits of a "perfect" girlfriend, she rambles on for about a minute and at the end it flashes "The Girlfriend", "Jim Beam", "The Bourbon". In my opinion I did not feel like the girl had anything to do with the alcohol and it felt very out of place. I did not see how "the girlfriend" have anything to do with Jim Beam.

The only relationship between the commercial and the branding that I see is that it uses sex to sell. The girl is wearing a tank top with her clevage showing, and actually this is a very effective way to sell. The burbon is a beverage more for males therefore using women in the ads is a good way to sell. This commerical was also played in between shows that males would watch such as the NBA All-star game, hence this was a very strategic thing to do.

I think that the way Jim Beam strategically placed the commerical was very wise but at the same time I was unable to relate "The girlfriend" with Jim Beam. They seem like they did a good job in capturing the viewer's attention like they did mine, but they weren't able to sell the brand and what the core belief the brand is composed of.