I wasn't a fan of the original High Life campaign, as so many others around me were. In fact as I recall it, everyone that I knew in the US loved it. Most of these fans were copywriters, most - but not all - were men. And it wasn't until I saw the rose in the rinsed out glass that the campaign hit me. "Every so often it’s advantageous to remind the little lady she hasn’t dropped off the radar." Now I knew exactly who this man is, who was targeted, and I loved it.

The new generation falls completely flat. They haven't captured the essence of this man or the right attitude. It's a different tone entirely. It honestly doesn't look like they even tried.