I stayed away from writing a blog on the Angostura Single Barrel campaign despite my dislike of it and my confusion as to the intended target market. I really was not in the mood to do that critical reviewing thing although there was much to criticise. The discussions were numerous and fervent, yet I stayed away. I now break my silence after reading the article “Angostura ad leaves bad taste in Scottish mouths” in the February 7th edition of the Trinidad Guardian.
When I saw this ad, my first thought was of how dumb it was. Being a copywriter, I feel as though I belong to a special class of people who are well read, have a pretty good command of the English language and are intelligent. On reading, “In Scotland men dance in skirts,” the headline of the newest Single Barrel ad, I was in a state of horror. I believe since I was attending Junior Secondary School I knew the difference between a kilt and a skirt. How could an adult write something so erroneous? Even if it was meant in jest, frankly, it makes one appear ignorant. My second thought – How did the Creative Director allow this ad to leave the Creative Department? My third thought – Why did the AE agree to this? My fourth thought – How could the client approve this? Didn’t anyone think for a moment that this headline with the supporting copy, “In Trinidad men dance with WOMEN in skirts” was an insult to a people’s culture? Didn’t anyone think that someone on the outside looking at this ad would say that the people in Trinidad must be stupid to think a kilt is a skirt? O.K. Maybe I am being too harsh. Maybe the Copywriter, Creative Director, AE and client were all ignorant as to the difference between a kilt and a skirt and the significance of the Scottish wear. I can forgive them for that. What I have more trouble with and what made me make this entry is the response of Brian Woods, the Marketing Manager for Angostura’s rum products, on the issue.
In the Trinidad Guardian article, Mr. Woods is quoted as saying, “I think the Trinidadians and the Scots share a similar sense of humour. I always think in Scotland you really know when someone likes you when they start to have a go at you.” This I find presumptuous. I think of how annoyed we citizens of Trinidad and Tobago feel when travelling and the ignorant foreigner asks us if Trinidad is in Jamaica. To go even further, imagine visiting a metropolitan city and you are welcomed by a billboard for a housing development with dark-skinned people dangling from tree trunks. The headline reads, “In the Caribbean, people live in trees. Here we comfort you with homes.” Inaccurate – yes. Funny – no.
