Jägermeister - A stronger bond / A seat at the table - (2012) - (USA)

Jägermeister shows a table, where many are called but few enter as you have to earn your seat. Rob Smets is a five-time World Champion Bullfighter and one of the toughest men on the planet and he struts his stuff through the hallway here carrying himself as one of the baddest badasses, despite "clown" makeup. He's received at the table by Freddie Roach, Keyshawn Johnson, Kerry King, Nathan Fletcher and Mike Lingerfelt - all equally badass rock icons, Nascar pit crew champions, Big wave surfer and boxing trainers themselves. They then proceed to get girl drink drunk on a shot of cold Jäger.

Yep, that's where all this tough as nails shit fails for me. Jägermeister is a digestif made with tasty herbs & spices, it might be strong, but it's no Akvavit-grows-hair-on-your-chest at the mere whiff of it. That might be just me, your milage may vary.

The ads in Denmark a few years back were showing silly men getting stuck in the ice cold glasses and how it gets girls nipples hard, basically announcing itself as the douchebag drink, so "a seat at the table" is quite a step up from that already.

The story of Jägermeister is one of incredible growth and success. This iconic brand has earned its position as the #1 selling imported cordial in America and 8th largest selling premium spirit worldwide without leveraging what most in the category have for years - television advertising. On May 3, 2012 this will change. Jägermeister, the brand known for pioneering the original bar party with its signature Jägerettes, ground-breaking Tap Machines and category-changing Ice Cold Shots, will debut a powerful and unparalleled television and 360° advertising campaign in the United States.

Late last year, Mast-Jägermeister SE and Sidney Frank Importing Company, Inc. appointed Mistress as advertising agency of record for Jägermeister. Together, they enlisted critically acclaimed film producer Albert Hughes and Emmy Award winning Director Alastair McKevitt to capture top talent including Keyshawn Johnson, Kerry King, Freddie Roach, Mike Lingerfelt, Mister Cartoon, Nathan Fletcher and Rob Smets in this compelling creative, called “Stronger Bond,” aimed at the 21-29 male demographic.

Jägermeister is a strong drink for strong men, with strong bonds. Seven men at the top of their respective crafts were handpicked and brought together to form the ultimate bond. Each of these men in the Jägermeister “Stronger Bond” commercial not only had to embody the untamed edge of Jägermeister, but they also had to be a part of a group whose success relies on their strong bonds with others - one of the foremost social components of the brand. The bold new television advertising features five-time world champion bullfighter Rob Smets’ induction into this pantheon of legends, inclusive of an All-Pro fearless Wide Receiver, Rock Icon, World Champion Boxing Trainer, NASCAR Pit Crew Chief, Famed Street and Tattoo Artist and Big Wave Surfer, as he too has accomplished greatness and earned his Seat at the Table.

“Jägermeister has always been consumed socially. This product was originally developed for, and dedicated to, hunters that have deep connections to their craft and each other. The “Stronger Bond” campaign triggers stories of this kinship and bonding from the brand’s deep history and highlights that bond amongst this exceptional group of men,” says Michael Volke, Member, Executive Board, Mast-Jägermeister SE.

“The introduction of this campaign is a milestone for our business as we continue to build Jägermeister in the United States, the largest market in the world,” says John Frank, Vice Chairman of Sidney Frank Importing Company, Inc.

“Everything in this campaign is real. The men, their stories and their bonds are just as authentic as the history and heritage of Jägermeister itself,” adds Amanda Blanco, Vice President and Jägermeister Brand Manager at Sidney Frank Importing Company, Inc.

Jägermeister is making a significant investment in media buys and product integrations across multiple cable networks such as FX, Spike, Comedy Central, ESPN, Discovery and Fox Sports in collaboration with the brand’s U.S. media buying agency of record, Crossmedia. Jägermeister is also partnering with online lifestyle sites such as Complex and VICE, as well as buying outdoor advertising in key markets across the nation.

The May 3rd reveal of the “Stronger Bond” creative also marks a milestone for Jägermeister’s digital marketing efforts. Consumers will be introduced to an all new www.Jager.com, developed by Jägermeister’s U.S. digital agency of record Hi-ReS!, which will not only house all relevant brand information, but will also deliver in-depth and behind the scenes documentary videos and footage for each of the seven men around the table.

Advertising agency: Mistress

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AnonymousCoward's picture

Worst commercial I have seen in years

AnonymousCoward's picture

"They then proceed to get girl drink drunk on a shot of cold Jäger." ...curious how you draw that conclusion off of a closing image of 7 guys toasting each other.

Also, very few people in the US describe Jager as a "digestif made with tasty herbs & spices", it's known as a harsh shot, which would explain/justify the connection their attempting to make between it and these guys. Is it as tough as taking a shot of 150 proof clear alcohol? Well no. But it's typically considered a tougher shot than your standard whiskey or tequila.

Dabitch's picture

If it wasn't obvious before, I'll spell it out: I'm from Sweden. Jäger here is considered a digestif, and a "girl shot" for the ladies who can't handle an Akvavit. The training-wheels shot, if you will. To me it's obviously rather funny that it's sold as a manly man mans drink in the US, the kind of shot that'll grow hair on your chest.

I did also state that "it might just be me, your milage may vary". Remind me to never offer an opinion again, won't you? Ta buddy.

bonus funny over in Denmark & Sweden it's sold as the drink doesn't grow hair on chest, but does something to chest.

Jägermeister - Serve ice cold

kidsleepy's picture

I don't know about Sweden but in America, Jäger is NOT a tough drink. It is a VERY tough drink. For douchebags.

AnonymousCoward's picture

Maybe you need to sip everclear to put hair on your chest, but nature put hair on mine. The point their making is tough men can drink it socially and the only girls we see with it are the jager girls, reason enough usually to get a shot. I think it was clever. Their are greater men they could use though if that want my opinion.

Dabitch's picture

Ok. I got you. It's only in scandinavia it's considered a girl drink. In the rest of the world, it's a bros drink. FIST BUMPS FOR ALL. The manyly-man strategy is thus spot on and I'll spare you my raised eyebrows on the to me odd target to take as the extra anecdata is not interesting to anyone else in the advertising world. We done now?

AnonymousCoward's picture

I haven't figured out why every one is complaining and arguing, to some it may be tough, to others may be easier than drinking kool aid. Either way they made a good commercial by bringing together some very talented and exciting individuals! To each there own. They were not comparing the drink to "tough bad ass's" just using it for advertising

spike2021's picture

In the US Jagermeister is not seen as a tough drink!
It has a similar image in the US as it does in Sweden, it seems.
Shots for girls, or guys not willing to do tequila or some strong shot.

I'm in my early 40's- It might be different with young people, but no man in my age group would consider Jagermeister a worthy shot. Few women, either. (And not just now, but when we were young, too.)

I suspect this commercial is trying to counter the girly image it has, (Not unlike the Ketel One "Gentlemen This Is Vodka" commercials from a few years ago)

It is so corny and stupid, I just shake my head at the obvious pandering to a new demographic.
This is the worst commercial I have seen in years.

Almost as obvious as disguising ads as captchas.

Dabitch's picture

I'll have to agree with you spike2021, this tactic is clearly to sell the wussy shot to a new generation, the one weened on alco-pops and bacardi-blends. I can't wait to see how they'll try and sell a decent scotch to this generation.

kidsleepy's picture

i think they'll wait till if and when the generation grows up to try.