A Modern Version of the "Soft Sell"
Friday, April 05, 2013
Over the past year, the Pabst brewing company, which makes Old Milwaukee, has honed the "soft sell" to a sharp edge, reminiscent of the brothers Bert and Harry Piel. They have been filming spots starring Will Ferrell that only air in select markets. But these spots have an advantage the Piel commercials didn't - internet virality.