Why is the Carib Ad so Relatable?

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On January 1st, I shared my first blog post for 2021 and I thought 'that should carry me over for a couple weeks or so'.......until Carib released an ad that had social media buzzing this past weekend. View it below.

All credits due to the creators and all parties involved in the production of this ad. No copyright infringement was intended in its posting.

Local Twitter users had a lot of positive things to say and of course the post garnered a lot of engagement on Facebook and Instagram. It literally is a great piece of content that makes us (as intended to by Carib) #holdontothecarnival.


Here are the three reasons why I think this ad was so perfectly timed and why it resonated so well with a lot of us:


1. The pandemic

Of course it's no secret, the pandemic (and the impact it has on us locally) is arguably at the centre of the ad. The distinct flashbacks of life before & after the pandemic effectively prompts nostalgic feelings from viewers.

Furthermore, it is so perfectly timed as this current period (i.e. just before and after Christmas) is usually 'band launching' season. Carib considered our reality, tied in all of those real emotions and memories with real occurrences (i.e. the pandemic & no 2021 Carnival) and produced a perfect piece of relatable content.


via GIPHY


2. Diversity of Cast


Not sure if you missed it or not, but the diversity of the cast was spot on! With 2020 being a year filled with racial tension both locally and internationally, I believe that this ad was the perfect reminder that we should find every reason to celebrate our inclusive culture.

Aside from our Trinbagonian multiculturalism that we pride ourselves on, colourism is definitely a real issue that I've seen being discussed in relation to our local ads. I am in no way saying that we don't have ads that support racial and ethnic inclusivity, but that's a whole 'nother blog post.

This ad, however, is such a true reflection of us, so yes, Carib wins with this!

via GIPHY



3. Our Culture


Adding to the previous points, Carnival is a huge part of Trinbagonian identity and culture. So, how could we celebrate the greatest show on earth in the middle of a pandemic that denounces the physical human interaction associated with Carnival? 

Well, after Carib shared their ad, they launched a social media campaign for their followers to share their past Carnival memories and win free access to 2021 Carnival events and Carib merchandise (including the beer itself, of course, LOL).

So, even if we can't physically be on the road this year, we still get to feel the spirit of Carnival and share in our vibrant culture. Did someone say strategic?

Kudos to you Carib & all of the persons behind-the-scenes who had a part to play in the execution of this ad!





What are your thoughts on the ad? Is there anything that stood out to you about it? Share it with me in the comments below.

For more content, keep up with me here.


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