Today’s news that InBev has selected independent Ground Zero to handle global creative duties on its Beck's beer brand with billings of $40 million is not necessarily of that import. Until I was reminded that the incumbent, Publicis Groupe's Leo Burnett, who had handled the account since 2002 was the bunch of morons responsible for positioning the German beer as a lifestyle choice for “hip twentysomethings.” No big surprise there either. But then, I was also reminded that they were the idiots responsible for a series of really bad TV spots featuring a young woman gyrating to music in a nightclub. All this summed up by the completely unique tagline: "Life beckons." Just like all the other beer/deodorant/underwear/car/music/electronics ads aimed at the uber demographic “hip twentysomethings” the audience is treated as a bunch of morons. Hey, maybe they are… But it would be interesting if someone actually tried a different tack! 
Yeah... That'll get the young studs jumping up and down in their crib!
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