Saatchi’s fight for the last beer ends meekly

This Malaysian commercial for Tiger beer from Saatchi & Saatchi has such a visually arresting buildup, I never felt like I was being primed for a punch line until the trap sprang at the end. Two faux-macho goobers try to one-up each other for the last Tiger on the table, transforming into imposing characters ranging from a robo-Stormtrooper type to Tarzan and a gorilla. The latter steals the show, and of course calls to mind Cadbury's drumming simian, but this guy seems more intent on delivering a beat-down than keeping the beat. (Oh man, that's clever writing!) The "twist" ending is predictable, but I didn't see it coming. You might ask: They're in a bar, why not just order more beers? Answer: They're men. And in fact, I've seen this kind of scenario play out similarly in real life. Complete with Stormtrooper and Gorilla. We had way too many that night.

—Posted by David Gianatasio

Publish date: October 28, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT