Maker’s Mark is a fine bourbon whisky worthy of drinking straight…..straight into an 18-wheeler. I don’t know what kind of message this is sending to Americans…that they need to drink that much liquor? It’s creative, but I’m not sure the exact point they’re trying to convey. Obviously, they are saying that Maker’s Mark is so good that you need an 18-wheeler full to satisfy, but then that inadvertently glorifies alcoholism.
And then there’s the copy, which may be too small read but says “We make our bourbon carefully. Please enjoy it that way.” So that statement kind of rejects my “alcoholism promotion” claim, but what does it say about the billboard itself? They make their liquor so carefully that they spill it all over the side of a tractor trailer?
There are a lot of good ideas here, but the ad fails in cohesiveness between the copy, the message, and the visuals. I’d give it a C-.