My thanks go to Florian from the last MBA course for pointing out, like many of his counterparts, that German beer advertising does have a sense of humour. Granted, it’s not so dominant as it is in the States and the UK – especially among the Top 10, hmm, they tend to bang away on a different barrel (see here) – but at least it’s gradually seeping onto the scene.

“There are more important things in life than a flat belly”

What’s also interesting about this ad is that it’s a rare example of an execution that works well in another language (well of course I would say that, adapting international advertising is my speciality). Only the English tag line for this one would be even more powerful than the original…

“There are more important things in life than a six pack”

(to non-native speakers of English, a six-pack is a reference to the curves and flat surfaces of a six-pack of beer, but it’s usually used to refer to the rippling muscles of well-trained abdomens).