Drink Cart Friday Shot: The Gervais Rule
A Friday newsletter best enjoyed when your ads get banned by the Tube.
Dear agency working Friday shot enthusiasts and original UK The Office stans.
Ricky Gervais got 30,000 new subscribers for his Dutch Barn vodka mailing list and over 100 million views in the last week alone. Not it’s not because his sign up has the All-time best headline of any email pop up ever. The conversion data on this thing must be incredible.
And it’s certainly not the offering of a Ginger Spiced Vodka. But it was his rapid fire sharing of ads that were all banned from the Tube. Or maybe it could have been his shameless sharing cat photos.
Turns out you can’t say such things in the London Underground. And that probably started when they submitted this one during just before news of an actual stabbing of 11 people on the trains. And this one was certainly a no fly zone. Needless to say Ricky wasn’t happy about it.
He has apparently gotten two approved to go up in the next few weeks. But what about the rule? Oh, you mean this: The Gervais Rule
Definition: When your advertising gets rejected or “banned,” treat the rejection itself as your primary marketing campaign. And turn on the gas. Sure, this isn’t anything Gervais invented, but it feels like a good example.
The strategic rejection generates more awareness and engagement than approved advertising ever could. The controversy, public outrage and media coverage become the actual campaign—reaching audiences who would never have seen a billboard. I didn’t even know he had a vodka before this.
The Gervais Rule:
1 1/2 oz vodka
1/2 oz elderflower liqueur
Dash of lemon juice.
Shake and strain. “Enjoy life, you’ll be dead soon.”
1. Ad History: Diet Shasta Soda (1979)
The opening scene of this 1979 (although disputed date by some, “Not 1979. Not with those shoulder pads and Linndrum sounds...Maybe 1989 LOL”) Diet Shasta ad of the battle field of the diet cola wars is iconic. I haven’t thought about Shasta in a long time. The voice over is unexpectedly sultry for a diet soda ad.
2. They’re reviving underated Mr. Pipp
Speaking of nostalgic sodas. I know Mr. Pibb is a kind of like a version of Dr. Pepper but way more cherry, but Coca Cola is reviving the brand.
3. What a time to be alive
This 1988 Coca Cola “The Hot Ones” contest is like breaking something out of the protozoic ooze of marketing’s core. They were givining away an Iroc? And a scooter? And they were doing with so much late 80’s rizz that it will melt your brain.
4. Hallmark x United Crossover Content.
I do like that in the fictional world of Hallmark x United they drink more than just hot chocolate.
5. I totally thought this was AI on my feed
I think it was “Go big or go ho-ho-home”. Question: Do we need to check on Kiefer Sutherland? Because this is the most incredible train wreck synopsis I’ve read (and I’m obsessed with Hallmark type movies):
“A washed-up Hollywood action hero takes a role in a small English village’s quirky Christmas pantomime, where he finds unexpected inspiration through the show’s straight-talking dance instructor.”
Bonus: I’m thinking way too much about this 1993 Harrison Ford x Kirin ad:
Thanks for reading. And drinking. See you next week.
Jackson.
The Drink Cart Friday Shot is your late Friday pick-me-up for pop culture brains and ad junkies. A fast pour of ad insights and hot takes, served like a quick round at your favourite dive bar after a week of client feedback.