ALfA
Alfa beer is one of the oldest brands of beer in Greece and is also the first Greek beer of wide consumption with a Greek name. The beer in the years 2016 and 2017 launched two new advertising spots, aiming to touch emotionally but also to identify its name with the values of the Greek family. The first advertisement deals with father and daughter relationships (2016), while the second with father and son relationships.
The alarm clock goes off at half past four in the morning while the father is waking up his son to leave together for the job. Father and son sell fruits and vegetables in markets, with the young man being divided between his duty to help his father and his need to live like his peers. He wakes up early, helps with the job and he does not neglect to study and go to the university. All the father’s love and gratitude towards his child can be perceived when seeing his child studying despite being tired, he secretly puts in his jacket some money. His smile on the camera absolutely describes the pride that he feels of his son.
However, when his son returns from his summer holidays with his friend, he passes by his father who was happily waiting for him at the port. When he returns home, we can see the father waiting for him and him gripping his shoulder. The father’s eyes says it all.
This advertising spot continues with his son abandoning him and coming back years later as a successful professional he sees father to still be working at the market.
The father’s embrace/hug when he welcomes him, reminds us that we should never take for granted our relationships with the most important people for us, that we should not neglect them and realise the value these people have in our lives.
The alarm clock goes off at half past four in the morning while the father is waking up his son to leave together for the job. Father and son sell fruits and vegetables in markets, with the young man being divided between his duty to help his father and his need to live like his peers. He wakes up early, helps with the job and he does not neglect to study and go to the university. All the father’s love and gratitude towards his child can be perceived when seeing his child studying despite being tired, he secretly puts in his jacket some money. His smile on the camera absolutely describes the pride that he feels of his son.
However, when his son returns from his summer holidays with his friend, he passes by his father who was happily waiting for him at the port. When he returns home, we can see the father waiting for him and him gripping his shoulder. The father’s eyes says it all.
This advertising spot continues with his son abandoning him and coming back years later as a successful professional he sees father to still be working at the market.
The father’s embrace/hug when he welcomes him, reminds us that we should never take for granted our relationships with the most important people for us, that we should not neglect them and realise the value these people have in our lives.
Marketing Holics: Zefi Zervou Martha Skyrianou Vassilis Fragoulis Xenia kissa
