Responsibly Beer Ask You to Drink Responsibly

There are lots of ways you can go when naming a craft beer. Do you go for a little local pride like Hackney Gold, a groanworthy pun like Hoptimus Prime, or do you follow the weird example of Purple Monkey Dishwater? We'll (not) have what she's having.

Alternatively, you could go down a fourth road and pick up some free advertising from your competitors. This was the route followed by Ubrew's new low alcohol beer, Responsibly. Alcohol ads want you to 'Drink Responsibly'? Well here it is.

This clever name (it gave us a chuckle anyway) is at the centre of the brand's new campaign, created by McCann Milan and Craft London.

Leading that campaign is a series of three web ads, directed by Sam White of Craft. The first Thank You is a fairly standard introduction of the 'the beer that all the other beers ask you to drink' concept. The best of the three, however, doubles down on the joke, as fictional Ubrew spokesman Jeremiah Barney asks you to 'drink Responsibly with Moderation, the low fat crisps that any beer brand want you to eat.'

In the third ad, The Jingle, Barney thanks the other beer brands for the free advertising by offering them a free, very bagpipe heavy jingle which, ironically, should be listened to with moderation.