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Upscale

Published/Aired: 
December 2007
 Upscale
 Upscale

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Upscale dining at its cultured finest, y'all.
A new restaurant from award-winning chef Louis Osteen. Louis's Las Vegas offers a unique take on Southern dishes in a truly unforgettable dining experience. The South is rising. Vegas-style.

Advertising Agency: SK+G, Las Vegas, USA
Creative Director: Eric Stein
Art Directors: Eric Holman, Steve Averitt
Copywriter: Jill Spradley
Photographer: Stan Musilek
Producer / Art Buyer: Tory Kooyman
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Highest Rated

adrianapr's picture

ok, now i'm with you.
zzzzzzzzzzzzzzzzzzzzz

adrianapr
Activity Score 1254
J.Zdaniuk's picture

I like it, very american, very southern and nice use of dramatic lighting.

I wonder if our foreign friends will get it?

J.Zdaniuk
Activity Score 74
Art Director at LOWE GGK |

What the Puck am I doing here?

wearmysocks's picture

Yeah, 'cos we all know that everyone outside America's an idiot right?

wearmysocks
Activity Score 1085
Copywriter at In-house at a multinational based in London |

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Energizer Bunny arrested, charged with battery.

LimitedTimeOffer's picture

I believe he was wondering if the cultural reference would travel. You seem hyper-sensitive :)

LimitedTimeOffer
Activity Score 200
Advertising Agency
wearmysocks's picture

I just take every opportunity I can get to knock the yanks 'tis all. :P

wearmysocks
Activity Score 1085
Copywriter at In-house at a multinational based in London |

------------------------------------
Energizer Bunny arrested, charged with battery.

Kateter's picture

what does this mean: 'very american, very southern'?

Kateter
Activity Score 2029
Copywriter
BostonBob's picture

If you don't understand the use of the Mason jar as a drinking glass, you won't understand what "very American, very Southern" means.

BostonBob
Activity Score 45
LehmanMillet |

BostonBob

BostonBob's picture

I was speaking to Kateter, not you. Sorry for the misunderstanding.

BostonBob
Activity Score 45
LehmanMillet |

BostonBob

Kateter's picture

thx, now I get it.

but it doesn't do the ad more interesting.

Kateter
Activity Score 2029
Copywriter
mdimmer's picture

lukewarm.

mdimmer
Activity Score 83
Creative Director at ad world
adrianapr's picture

sorry but i didn't get it.
the jar as a glass?... first i thought it was the olives jar but with this little silver thing (don't know the name) already there to make it "upscale", then i read the jar as a glass comment, then i got lost and then i realized either way i don't like this ad. it took me too much to get it.
well, i'm not american, but i really don't think i'm ignorant either.
i know there are cultural issues that need explanation in festivals.
i got the explanation and still don't like it, sorry.
:)

adrianapr
Activity Score 1254
joeBk's picture

WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW .........goood

joeBk
Activity Score 85
art Director
Jet Propulsion Lab's picture

Too funny!
I love it.
I'm a huge sucker for this type of an ad where you see seemingly two disparate images meshing perfectly to convey a single message.

Wish I had more of these in my book...

Jet Propulsion Lab
Activity Score 10679
Copywriter
Tincho's picture

I just dont get it, Sorry. Not American.

Tincho
Activity Score 1093
Art Director
banana tom's picture

Happy holidays to all makers of mentally-retarded comments on this site. Serve the martini.

banana tom
Activity Score 40
Tokyo
adrianapr's picture

you wishing happy holidays to yourself?... that's funny.

adrianapr
Activity Score 1254
Davosk's picture

Nice but too much copy. I'm not American but I understand, mason jar, moonshine (homemade alchohol), hillbillies... I'm not sure if this if this practice of home brew is confined only to the Southern states though.
Now, let's hear you squeel like a hog boy.

Davosk
Activity Score 4811
Art Director
J.Zdaniuk's picture

Okay, I'm American and I lived in the south for more than 10 years, so this is the EXPLANATION (AND NO IT DOESN'T HAVE ANYTHING TO DO WITH MOONSHINE)

Most of the US south is poor, poor people make due (use) what they have available, because of this it is very, very common for people to use old jars (especially mason jars, which have been used for storing home-made or store-bought preserved fruits, jellies, jams etc.) as drinking glasses. These glasses/jars are so common that now it is even popular to buy them new and use them for drinking and not just storing food.

So the jar immediately says US south (to any American that knows anything about the south) and the olives say martini, which of course means class (thanks to America's Hollywood movie tradition of depicting sophisticated people drinking martinis all Americans will quickly get the connection).

So this ad is great because it advertises great southern cooking while also poking fun at the contradiction of advertising southern (simple, country, unsophisticated, unpretentious) food as sophisticated, classy,etc. Just as you wouldn't dream of serving a martini in a JAR (completely deflates the social status of the drink so popular among the "cultured"), if you were sophisticated and trying to impress others with your sophistication you wouldn't end a line like "Upscale dinning at it's cultured finest," with "Y'all" a southern-slang colloquialism meaning "all of you" and considered an ignorant, low class expression.

J.Zdaniuk
Activity Score 74
Art Director at LOWE GGK |

What the Puck am I doing here?

Davosk's picture

Sorry, my misinformation.

"You boys ain't never gonna git back to Aintree".

Davosk
Activity Score 4811
Art Director
J.Zdaniuk's picture

NP, I just thought it was really funny/frustrating to see sooooooooo many people take offense to my "not sure if the non-American" creatives will get this one comment and then see all of them NOT get it. I mean come on no one said anything about anyone being stupid its all about knowing/recognizing cultural references. I am living in Warsaw now and working in advertising and without the help of my coworkers I would think lots of the stuff we do is retarded. Not because it is but because I had/have no clue about the cultural contexts which make the pieces work. Once they are explained I realize they aren't retarded and some of them are quite clever and even fresh.

J.Zdaniuk
Activity Score 74
Art Director at LOWE GGK |

What the Puck am I doing here?

banana tom's picture

ZZZZZZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzzzzzzzzzzzzz

banana tom
Activity Score 40
Tokyo
adrianapr's picture

ok, now i'm with you.
zzzzzzzzzzzzzzzzzzzzz

adrianapr
Activity Score 1254
Tom Bone's picture

okay for all you international advertising rocket scientist, let's break it down like this for you....think of something that the lower class uses to eat or drink with in your country(tin cup, camel skin, carved out coconut) and then think of something that symbolizes luxury, class, or style and fuse the 2 images together. Pretty simple concept(that can be used for almost any product) but you have to know the culture. I'm sure there are lots of ads in other 3rd world countries that they all understand clearly that us, fat, stupid, arrogant, americans just don't have a clue about. But you're right, you have to be american or at least have watched "Green Acres", "Hee Haw", and "The Beverly Hillbillies" to fully appreciate the concept.

PS - Thanks to the grace of Gawd, I was born and raised in the south and can tell you first hand that we're not all poor, living in trailers, or ghettos. To be truthful, we wish EVERYONE would stop moving down here and just let us be! Yee Hawww! Long live Robert E. Lee!

Tom Bone
adrianapr's picture

"(...) in your country (tin cup, camel skin, carved out coconut) (...)"
"(...) in other 3rd world countries (...)"
you don't need to be offensive to make a point, man. and don't need to be boring either.

besides, you know what?... i understood the idea a long time ago, before your loooooong comment/explanation/whatever, and guess what, I DON'T LIKE IT, that's all.

no need for anyone to keep giving these long BORING explanations to try to make me like this ad, i will never EVER like it, no matter what.

you're from the south? good for you, clap clap clap, now go get your martini in a mason jar, get drunk, go to sleep and leave us alone. thanks.

adrianapr
Activity Score 1254
NoHacks's picture

WOW! This is great... for the freaking 1980's....

No concept. No call to action. Typical hack work....

NoHacks
Activity Score 20
ericsmind's picture

Where you from NoHacks(boy)...

ericsmind
Activity Score 33
Art Director |

__
I must be retarded. Because everyone on this site is the second coming of Bernbach and Ogilvy.

Guest commenter's picture

Its awesome!!!!!

Guest commenter
Guest commenter's picture

the ad concept is really kool....way to go!!!

Guest commenter
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