"Reassuringly Expensive"

In this ad for Stella Artois, they use humor (in a sketch) to draw viewers into watching the commercial. It’s set in an old village scene, with an elderly man lying down on his death bed. His son asks him if he has any last requests and after fulfilling a couple his father asks for a Stella. They do this as a comedic approach to a depressing tale, however the message they are trying to convey, is that their beer is so good that you’ll people even want one while on their death bed (obviously as a joke). They end the ad with their well known slogan, “reassuringly expensive.” They use this slogan to rationalize for their high prices. They’re suggesting that quality comes hand in hand with price; if you want quality you have to pay. They are telling their potential customers that Stella Artois is worth the price and if you appreciate a good beer, then theirs is the one. It was a clever ad and a unique slogan which caught my attention and left me craving a drink.