Adspeak: Stella Artois 4%

Here’s another socially aspirational advert for an alcoholic drink. This time it’s Stella Artois 4%. At the train station, a young worker sees a fashionable bourgeois girl get onto a train. She makes eye contact – but what can a rough young worker hope from such a social mismatch. Yet our worker gives chase, and gets on the train – in third class, of course, among the pigs and peasants. He bravely presses on to second class, only to meet the class barrier of the ticket inspector. And yet, somehow, as he goes past the ticket inspector, he magically assumes his clothes and social position. Then, as he enters the exalted realm of the first class train buffet, another magic switch-around transforms him into the waiter. Finally, the last magic switch-around transforms him into an affluent businessman, just in time to smile at the posh young girl – finally as a social equal, worthy of her attention. It is like Great Expectations in 60 seconds – our hero goes from peasant to playboy in under a minute, all thanks to the socially transforming fairy-dust of Stella.

The advert is for Stella Artois 4% – triple filtre. The implication is that, just as the beer has been triple filtered to remove all impurities, so, if you drink it, it will filter you of all your class and social impurities, and magically aid your ascent up the social ladder. Cheers!

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