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Hello, Creative Souls!

Today, we’re diving into a campaign that champions the underdog with humor, creativity, and a touch of mischief. Cerveza Andes’ The Fairest Night is a masterclass in purpose-driven storytelling, cleverly flipping the script to give "ordinary men" their moment in the spotlight.

Campaign: The Fairest Night
Client: Cerveza Andes
Agency: Del Campo Saatchi & Saatchi

The Big Idea:

What if nightlife could be “fair” for just one evening? Cerveza Andes tackled the unspoken struggles of "ordinary guys" feeling overshadowed by Mendoza’s most attractive men at bars and clubs.

Their solution? A bold and humorous stunt that ensured the overlooked had their time to shine.

On a Saturday night, Andes orchestrated a casting call that rounded up the city’s most attractive men for a supposed beer commercial. While these men spent the night unknowingly reading disconnected lines in a studio, the rest of Mendoza enjoyed an unusually “fair” evening where ordinary guys became the center of attention. The kicker? These handsome men ended up starring in the very commercial explaining the stunt, unknowingly lending their faces to the campaign’s witty message.

Why This Works:

Championing the Underdog:
By highlighting the struggles of ordinary men, Andes tapped into a universal feeling of being overlooked, creating an instant emotional connection with its audience.

Humor with Heart:
The campaign used humor to address a relatable yet sensitive issue. Instead of making fun of anyone, it celebrated the idea of giving everyone their fair chance.

Playful Narrative:
The clever twist—turning the attractive men into unwitting stars of the ad—made the campaign both entertaining and memorable, while showcasing Andes’ playful brand identity.

Why the Execution Matters:
The success of The Fairest Night lies in its inventive execution. A straightforward message about fairness could have been forgettable, but Andes turned it into an elaborate, laugh-out-loud stunt. By blending ingenuity with a touch of absurdity, the campaign ensured its message resonated far beyond the nightlife of Mendoza.

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Execution Tips for Brands:

1. Elevate the Underdog: Focus on the overlooked or underappreciated to create emotional resonance with your audience.

2. Add a Twist: Surprise your audience with an unexpected element to make your message more memorable and shareable.

3. Balance Humor and Purpose: Use humor to address sensitive topics while staying true to your brand’s values and identity.

Key Takeaways:

Relatable Humor:
Andes’ campaign works because it addresses a common, relatable feeling with humor and tact, turning an insecurity into a moment of triumph.

Creative Storytelling:
The campaign doesn’t just tell a story—it creates one, involving its audience in an imaginative, shareable narrative.

Championing Core Values:
By celebrating fairness and inclusivity, Andes reinforced its brand identity in a way that felt authentic and engaging.

Conclusion:

Ordinary or extraordinary? The Fairest Night proves that even the most “ordinary” moments can become extraordinary with the right creative twist. Cerveza Andes turned an everyday struggle into a celebration of fairness, delivering a campaign that’s equal parts witty, heartfelt, and unforgettable. After all, sometimes the best way to stand out is to give others their chance to shine—and that’s a message worth raising a glass to. 🍻 #TheFairestNightofAll

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.