South African Beer Launches Anti-Hipster Ad Campaign

There have been a number of good comedic beer campaigns coming out as of late. If you missed the #IfWeWon Newcastle campaign from yesterday, definitely check that out.

Today, I’d like to show you a new one from South Africa’s Garagista Beer Co. The campaign, including one 2-minute spot, and a series of print ads takes hard aim at hipsters. Check the video below and all of the print ads at the end of this post…

I assume most of you are familiar with the term “hipster,” and the people who fit the definition. Urban Dictionary defines it the following way:

“Hipsters are a subculture of men and women typically in their 20′s and 30′s who value independent thinking, counter-culture, progressive politics, an appreciation of art and indie-rock, creativity, intelligence, and witty banter.”

Of course, craft beer rather fits this mold. It’s creative, small (sometimes),  and largely independent (I stress the word “largely”). Making fun of hipsters has become quite popular, and thus anti-hipster, so I’m not sure if Garagista is just riding the trend, or they genuinely dislike hipsters. According to their Facebook page it seems to be the latter: “In a world where some people care more about the craft beer image than the actual beer, we care about one thing—damn good beer.”

Anyhow, I’m impressed with it. Check out the ads below…