Louis's Las Vegas: Upscale

Upscale dining at its cultured finest, y'all.
A new restaurant from award-winning chef Louis Osteen. Louis's Las Vegas offers a unique take on Southern dishes in a truly unforgettable dining experience. The South is rising. Vegas-style.

Advertising Agency: SK+G, Las Vegas, USA
Creative Director: Eric Stein
Art Directors: Eric Holman, Steve Averitt
Copywriter: Jill Spradley
Photographer: Stan Musilek
Producer / Art Buyer: Tory Kooyman

27 comments

J.Zdaniuk's picture
J.Zdaniuk
74 pencils

I like it, very american, very southern and nice use of dramatic lighting.

I wonder if our foreign friends will get it?

wearmysocks's picture
wearmysocks
1085 pencils

Yeah, 'cos we all know that everyone outside America's an idiot right?

------------------------------------
Energizer Bunny arrested, charged with battery.

LimitedTimeOffer's picture
LimitedTimeOffer
200 pencils

I believe he was wondering if the cultural reference would travel. You seem hyper-sensitive :)

wearmysocks's picture
wearmysocks
1085 pencils

I just take every opportunity I can get to knock the yanks 'tis all. :P

------------------------------------
Energizer Bunny arrested, charged with battery.

Kateter's picture
Kateter
2029 pencils

what does this mean: 'very american, very southern'?

BostonBob's picture
BostonBob
45 pencils

If you don't understand the use of the Mason jar as a drinking glass, you won't understand what "very American, very Southern" means.

BostonBob

BostonBob's picture
BostonBob
45 pencils

I was speaking to Kateter, not you. Sorry for the misunderstanding.

BostonBob

Kateter's picture
Kateter
2029 pencils

thx, now I get it.

but it doesn't do the ad more interesting.

mdimmer's picture
mdimmer
83 pencils

lukewarm.

adrianapr's picture
adrianapr
1238 pencils

sorry but i didn't get it.
the jar as a glass?... first i thought it was the olives jar but with this little silver thing (don't know the name) already there to make it "upscale", then i read the jar as a glass comment, then i got lost and then i realized either way i don't like this ad. it took me too much to get it.
well, i'm not american, but i really don't think i'm ignorant either.
i know there are cultural issues that need explanation in festivals.
i got the explanation and still don't like it, sorry.
:)

joeBk's picture
joeBk
85 pencils

WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW WOW .........goood

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Too funny!
I love it.
I'm a huge sucker for this type of an ad where you see seemingly two disparate images meshing perfectly to convey a single message.

Wish I had more of these in my book...

Tincho's picture
Tincho
1093 pencils

I just dont get it, Sorry. Not American.

banana tom's picture
banana tom
40 pencils

Happy holidays to all makers of mentally-retarded comments on this site. Serve the martini.

adrianapr's picture
adrianapr
1238 pencils

you wishing happy holidays to yourself?... that's funny.

Davosk's picture
Davosk
4833 pencils

Nice but too much copy. I'm not American but I understand, mason jar, moonshine (homemade alchohol), hillbillies... I'm not sure if this if this practice of home brew is confined only to the Southern states though.
Now, let's hear you squeel like a hog boy.

J.Zdaniuk's picture
J.Zdaniuk
74 pencils

Okay, I'm American and I lived in the south for more than 10 years, so this is the EXPLANATION (AND NO IT DOESN'T HAVE ANYTHING TO DO WITH MOONSHINE)

Most of the US south is poor, poor people make due (use) what they have available, because of this it is very, very common for people to use old jars (especially mason jars, which have been used for storing home-made or store-bought preserved fruits, jellies, jams etc.) as drinking glasses. These glasses/jars are so common that now it is even popular to buy them new and use them for drinking and not just storing food.

So the jar immediately says US south (to any American that knows anything about the south) and the olives say martini, which of course means class (thanks to America's Hollywood movie tradition of depicting sophisticated people drinking martinis all Americans will quickly get the connection).

So this ad is great because it advertises great southern cooking while also poking fun at the contradiction of advertising southern (simple, country, unsophisticated, unpretentious) food as sophisticated, classy,etc. Just as you wouldn't dream of serving a martini in a JAR (completely deflates the social status of the drink so popular among the "cultured"), if you were sophisticated and trying to impress others with your sophistication you wouldn't end a line like "Upscale dinning at it's cultured finest," with "Y'all" a southern-slang colloquialism meaning "all of you" and considered an ignorant, low class expression.

Davosk's picture
Davosk
4833 pencils

Sorry, my misinformation.

"You boys ain't never gonna git back to Aintree".

J.Zdaniuk's picture
J.Zdaniuk
74 pencils

NP, I just thought it was really funny/frustrating to see sooooooooo many people take offense to my "not sure if the non-American" creatives will get this one comment and then see all of them NOT get it. I mean come on no one said anything about anyone being stupid its all about knowing/recognizing cultural references. I am living in Warsaw now and working in advertising and without the help of my coworkers I would think lots of the stuff we do is retarded. Not because it is but because I had/have no clue about the cultural contexts which make the pieces work. Once they are explained I realize they aren't retarded and some of them are quite clever and even fresh.

banana tom's picture
banana tom
40 pencils

ZZZZZZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzzzzzzzzzzzzz

adrianapr's picture
adrianapr
1238 pencils

ok, now i'm with you.
zzzzzzzzzzzzzzzzzzzzz

Tom Bone's picture
Tom Bone

okay for all you international advertising rocket scientist, let's break it down like this for you....think of something that the lower class uses to eat or drink with in your country(tin cup, camel skin, carved out coconut) and then think of something that symbolizes luxury, class, or style and fuse the 2 images together. Pretty simple concept(that can be used for almost any product) but you have to know the culture. I'm sure there are lots of ads in other 3rd world countries that they all understand clearly that us, fat, stupid, arrogant, americans just don't have a clue about. But you're right, you have to be american or at least have watched "Green Acres", "Hee Haw", and "The Beverly Hillbillies" to fully appreciate the concept.

PS - Thanks to the grace of Gawd, I was born and raised in the south and can tell you first hand that we're not all poor, living in trailers, or ghettos. To be truthful, we wish EVERYONE would stop moving down here and just let us be! Yee Hawww! Long live Robert E. Lee!

adrianapr's picture
adrianapr
1238 pencils

"(...) in your country (tin cup, camel skin, carved out coconut) (...)"
"(...) in other 3rd world countries (...)"
you don't need to be offensive to make a point, man. and don't need to be boring either.

besides, you know what?... i understood the idea a long time ago, before your loooooong comment/explanation/whatever, and guess what, I DON'T LIKE IT, that's all.

no need for anyone to keep giving these long BORING explanations to try to make me like this ad, i will never EVER like it, no matter what.

you're from the south? good for you, clap clap clap, now go get your martini in a mason jar, get drunk, go to sleep and leave us alone. thanks.

NoHacks's picture
NoHacks
19 pencils

WOW! This is great... for the freaking 1980's....

No concept. No call to action. Typical hack work....

ericsmind's picture
ericsmind
33 pencils

Where you from NoHacks(boy)...

__
I must be retarded. Because everyone on this site is the second coming of Bernbach and Ogilvy.

Guest commenter's picture
Guest commenter

Its awesome!!!!!

Guest commenter's picture
Guest commenter

the ad concept is really kool....way to go!!!

Log in or register to post comments