I’ve been watching a pile of Jane Austen adaptations recently (it’s a long story!).
Certain characters – and I’m thinking of 'Mansfield Park' – are the epitome of opportunism. They’re not evil; but they do have a single-minded eye on the main chance, leveraging all their charms to exploit their connections.
In marketing, too, you see how smaller, poorer brands can punch above their weight if they’re ready for the right opportunity.
Big events bring out the big guns. And they don’t come any bigger than the World Cup. Globally famous brands strain every sinew to create famous advertising.
In the end, though, much of it just washes over you – yes, I’m looking at you, Budweiser.
Meanwhile, on the sidelines, one drinks brand did catch my eye (in a good way). Windhoek.
Never heard of it? Neither had I. But their tube card panels and outdoor advertising intrigued me.
Creatively, Windhoek has taken the "key visual" approach, choosing one striking image that they hope will draw you in to the copy.
In the case of this Namibian-brewed lager, the pictorial element is a dry savannah landscape dominated by a giant ochre sand dune – nicely contrasting with the green, white and gold branding.
Just looking at the photograph has you thirsting for an ice-cold one.
And why not? With the South African World Cup (and outdoor eating) already in mind, Windhoek looks the genuine article.
At first glance, the copy is straightforward enough: "Discover Windhoek Lager, the taste of pure Namibian adventure".
But what does "Namibian adventure" mean? I was more interested to learn that this African beer is brewed by choice to German standards set in 1516. Such credentials could take Windhoek a long way. For now, here is a brand enjoying its place in the sun.
Simon S Kershaw is a creative consultant and a former creative director at Craik Jones.