'Shiner Holiday Cheer'

    I chose to write about Shiners Holiday Cheer Beer Ad. Where they show a heartwarming scene that resonates with a lot of working class Americans. The Shiners Holiday beer ad is one of the most highly anticipated, annual advertisements in the social media realm. Shiners does an amazing job in captivating the audience without a single word being spoken. Within the commercial we see how two men can finish a long day's work of manual labor and still be full of holiday joy and be able to enjoy the company of one another over a bottle of Shiners Beer.

    Shiner's advertisement starts off with two men who are building a fence on a ranch. They are placing the posts

and ratcheting the wires. They start when it is light out and they finish up at dusk. We hear the soft playing of

a guitar in the background as one of the men opens up a cooler in the bed of an old pick-up truck. From the

cooler, the man pulls two bottles of Shiner’s Seasonal Holiday Beers and walks over to the other man who is

just finishing up the last part of the fence. He places a bottle on the fence post in front of the other man. The

ad then cuts to the fence they had just spent the day building. The fence then illuminates with hundreds of

Christmas lights. We then see the entirety of their work as we get a view of the whole fence covered in lights

before seeing the words Shiner Holiday Cheer.

    It is a challenge for all companies to come up with new ideas around Holiday time. Most companies follow a

very traditional, recycled style of advertising. Shiner’s breaks through with their Holiday Advertisement by

going against the flow of other companies.Instead of the jolly, snowy setting that most commercials take place

towards the end of the year, we see a more dry almost southern like setting. I feel as though this resonates

with a higher majority of Americans as in recent years, we haven’t been seeing as many white traditional

Christmas’ as we have in the past. Other companies also often try to sell you using words. Shiner’s silent

approach was like a breath of fresh air as it is something we do not see as much in modern day commercials.

Overall, Shiner’s knocked it out of the park with their uniqueness and creativity in their advertisement. 

    One major thing that doing this project has taught me is that you don’t have to have the flashiest lights or the

catchiest song in order to produce a quality advertisement. I believe that more companies should try to take this

approach of thinking outside of the box without having to be extravagant; However, I do feel that tradition is

still a good route. I personally believe that nostalgia is a hard seller. People see things that may bring back a

good time or positive memory and it makes them happy. I personally think that companies should have similar

thinking to Shiner’s, you don’t need to discover the hot new thing but it is always good to keep things fresh.

https://www.youtube.com/watch?v=3XGTwZd1-Gg - Commercial

https://www.adsoftheworld.com/campaigns/holiday-cheer - Article

https://shiner.com/beer/shiner-holiday-cheer/ - Company Page