australia's hahn beer tv ads - why men are from mars and women are from venus

you need to view at least two of their ads to be able to fully appreciate the campaign.

while the bud light beer ads are all about how men try to get it on with women, the hahn beer ads seem to be all about how not to get it on with women.

the ads reinforce the stereotypes about men and i suppose in many ways the stereotypes on beer as well. it's hard to imagine something like a wine product being able to pull off the stories in these ads. but it's easy to imagine how men can actually behave the way they do in the ads.

i wonder if hahn beer consumption among men went up while beer consumption among women went down. the ad reminds women of what things they don't like about men and by extension, will it tell them why they should not buy or consume hahn beer? it's not a clearly polarizing commercial, but it does put across very clear and separate messages to males and females.

its an ad full of humor, will women find it humorous enough that they won't get turned off on hahn beer? beer is mostly a male product and it can make sense that the ad plays up to the males. or does it?

it presents hahn as the beer for the boorish, clueless and insensitive male. are there men who would like to be seen as that kind of male? or would that make men prevent them from being associated with hahn?

for this ad campaign to work, meaning generate sales and not hurt hahn's brand image, it assumes the target audience has a lot of humour and are very much open minded enough to take the whole thing as a tongue-in-cheek ad and result to hahn being seen as more endearing than a beer that you don't want to be associated with.

it's a high risk campaign.

what???