Jim Beam: 7 Stages of Defeat – Ad of the Week

As a lifelong Detroit Lions fan myself, I figured this ad featuring Keegan-Michael Key outlining the 7 stages of defeat (how to cope with your NFL team’s loss in the playoffs) would be cathartic. After all, we suffered the unexpected early loss to Washington this year after the soul-crushing defeat to San Francisco last year. I’m not sure which was worse, but I digress.

In the ad, part of a bigger campaign, he walks through some of the stages fans are experiencing, including someone in the Surrender Cobra position for the “Shock” stage. He gives a dejected fan banging his head on the wall, a cushy football pillow and changes the channel for an angry fan after a loss to one that resembles the Puppy Bowl.

The answer to dealing with these defeats is, of course, the 7 Stages of Defeat care package from Jim Beam Black. It ends with Key making his special “get ’em next year” cocktail, featuring Jim Beam, ginger ale and a dash of “no need to be bitter” bitters. There are some fun moments in this spot and I think it’s a great concept. The execution could have been better (or is that bitter?). With the fun premise and outstanding comedian, Keegan-Michael Key, I don’t think it lived up to it’s potential. It’s a good, fun ad, just not a great, funny ad. Take a look for yourself and let me know what you think.

As always, if you would like to nominate an ad for Ad of the Week, let me know here in the comments or through any of my socials.

Mike McClure, President/Exec Creative Director, McClure Marketing