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Dewar’s whiskey is about as hip as your old grandad’s Old Grandad. So why is the whiskey advertising in DUMBO — the land of the hip and cool?
Residents of the land down under the Manhattan Bridge overpass looked up at the side of 67 Jay St. last week and found an old-style painted advertisement on the building instead of the usual gray brick.
The ad — which features a gentleman in a waistcoat and spats bent over a pool table — is part of an ad campaign by Dewar’s to attract a younger clientele.
“They’re definitely looking to change their image and reach the hipster crowd,” said Adrian Moeller, president of Colossal Media, the Brooklyn-based company that put up the ad in one day last week.
“They’ve got some other [ads] up in Williamsburg and the Lower East Side — wherever the hip crowd hangs out.”
Colossal didn’t design the ads — those were provided by Dewar’s and designed by well-known Brooklyn artist Sheppard Fairey — but this kind of old-fashioned painted ad is the kind of thing Colossal specializes in.
And in a day and age when everything old is new again, they also decided to give the ad an aged look.
The ads will stay up from a month to a year, depending on how long Dewar’s wants to extend its contract with Colossal.
But Moeller things they’ll be up for a long time.
“Dewar’s loves the ads,” he said.
So do some passers-by.
“They’re good because they’re not run of the mill,” said Jim Sweeney. “They have a nice, handmade look, which is perfect for this kind of neighborhood.”
©2007 The Brooklyn Paper
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