Maybe the “authenticity” theme is played out in this Tumblr group, but I’m going to add to it anyway, because after we talked about “authentic” Mexican food in class I kept seeing this puzzling ad during a TV show I was watching.
The ad (the one entitled “Men”) for Jose Cuervo’s 1800 (1800 as in the year) tequila talks about a time in the nebulous, authentic past when “real men” drank “real tequila,” and bemoans the present when effeminate men drink “poser” tequila (Patron), but it’s done in such a transparently manipulative way that I wondered if it was supposed to be ironic.
The ad does seem to be picking up on a characteristic of at least a few Patron drinkers - some people like Patron just because it’s expensive and comes in a pretty bottle with a green ribbon. These people probably wouldn’t drink Patron unless their friends know that they’re drinking it and that it’s pricey.
Another 1800 ad, the one entitled “Commercials,” is definitely tongue in cheek, because it acknowledges with a wink that a lot of TV commercials are nonsense and sell the image rather than the product. Jose Cuervo didn’t stick with this approach, though, and the other ads in the series seem like their message (you are not a real man if you drink Patron) can be taken straight or as irony.
This post from the blog “Psychomercials” analyzes the 1800 tequila ads in a little more depth.
I think a more successful series of ads is the "Most Interesting Man in the World" series from Dos Equis. These are entertaining and obviously outrageous.