For the introduction of Rainier beer into the Texas marketplace, Deutsch/Dworin, N.Y. decided to give the Washington-made brew a little local flavor. In a simple but effective 30-second spot, the agency lets Longhorn State native Riley Kirk offer a ‘Prayer for the World.’
Kirk’s dry delivery and wry observations cover much terrain. She starts with an ode to Texas Gov. Ann Richards, follows with a barb aimed at some of her Texas sisters (‘I hope Texas women will learn to love smaller hair,’ Kirk says) and takes on novice dancers (‘I pray that people will learn how to do the Texas two-step or get off the dance floor . . . Go back to Chicago or wherever you come from!’). Kirk does all of this, naturally, with a Rainier in her hand.
‘You can’t sell anything to a Texan. You have to let the Texan buy your product,’ says Deutsch associate creative director Greg DiNoto, who served as co-art director and copywriter on the spot with fellow associate creative director Paul Goldman.
Copyright Adweek L.P. (1993)
Publish date: May 10, 1993 https://stage.adweek.com/brand-marketing/rainier-beer-texas-accents-38865/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT