Beer commercials are one of the best thought-out and executed commercials in the advertising world. So naturally, the one commercial that is taking the world by storm now is by a beer company. However, this is not like any other commercials you have seen. Salta Beer teamed up with Oglivy Argentina to give three rugby players “beer tooth implants” to replace their missing teeth.
“We decided to give rugby players back the teeth they had lost in battle,” Salta Beer explained. “But we weren’t going to give them a simple tooth back, we developed a unique dental implant; a specially designed tooth to open beer.” Three rugby players were selected for the unique procedure and were featured in a commercial.
The commercial also features dental surgeon Dr. Sebastian Juri, who explains what the procedure is all about. “We are incorporating a unique innovation here,” he says. “A new functionality is added to the chewing function of the premolars: the beer opener. Our piece is ready as a tooth implant, and the patient can also use it as a bottle opener.”
Following the explanation, the three sportsmen – Johnathan Batiga, Pablo Kwiczor, Uriel Santiago – each explain how they lost their tooth. The procedure is then conducted, after which they are able to crack open beer bottles with ease. The three men are seen testing out their new implants for the camera, and also impressing their friends at a pub. “We gave them much more than a simple tooth back, we made them want to smile again,” the ad concludes.
The commercial is based on the idea that rugby players are rough-and-tumble, like to drink beer, and often open beer bottles with their teeth, but opening beer bottles with your natural teeth can severely damage them. “When the idea was finally there, one of the biggest obstacles was that everyone thought it was going to be very difficult to find rugbiers willing to accept the tooth opener implant,” said Ogilvy creative director Maximiliano Maddalena. “But it was all the other way round, candidates appeared immediately, and in the comments of the video what came out was lots of people asking for one!”
Salta Beer tends to lean towards rugby-themed campaigns. In a previous commercial, they had people insert money into a vending machine, and to get the beer out, people had to tackle the machine from the side, which honestly really sounds quite fun. When the machine decides that it has been hit hard enough, it finally dispenses a cold beer. Apparently beer sales increased by 25 percent in bars that featured their special “tacklable” dispensers!
Watch the video below of the Salta Beer tooth implant.
Share this article with anyone you think would like a beer opener teeth implant! I know I do!