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Reassuringly Expensive
Reassuringly Expensive was the Stella Artois' advertising slogan in the United Kingdom from 1982 until 2007. The 1990s UK television advertising campaigns became known for their distinctive style of imitating European cinema and their leitmotif taken from the score of ''Jean de Florette'', inspired, in turn, by Giuseppe Verdi's ''La forza del destino''. The TV campaigns began in 1991 with a series of adverts based on ''Jean de Florette'', directed by the British duo Anthea Benton and Vaughan Arnell, moving on to other genres including war movies, silent comedy and even surrealism (for which the slogan was changed to "Reassuringly Elephants"). They have used notable movie directors such as Jonathan Glazer, and their aim was to portray the drink in a context of sophisticated European culture.
==History==
The "Reassuringly Expensive" campaign began in 1982. Frank Lowe of Collett Dickinson Pearce worked on marketing for Stella Artois in the 1970s, creating print campaigns such as "My shout, he whispered".〔Sweney, Mark (15 August 2008). "(Stella Artois seeks new ad agency )", ''The Guardian''. Retrieved 26 October 2008.〕 In 1981, Lowe left Collett Dickinson Pearce to form his own advertising agency, taking with him the Stella Artois account.〔Bussey, Noel (15 August 2008). "(Lowe resigns Stella Artois account after 26 years )", ''Campaign''. Retrieved 26 October 2008.〕 Within a year, Lowe launched the "Reassuringly Expensive" campaign, which aimed to turn a substantial negative for the brand (higher prices due to greater Duty on high-alcohol content beverages in the United Kingdom) into a positive, assuring customers that by being more expensive, the premium lager was better than cheaper brands.〔O'Shaughnessy, Nicholas ''Persuasion in Advertising'' (Routledge, 2003), p. 48-53. ISBN 0-415-32223-5.〕 Earlier pieces were primarily print campaigns, but in 1990, a chance viewing of ''Jean de Florette'' led one of Lowe's creative directors to pen a script based on a similar concept. The resulting television and cinema advertisement, ''Jacques de Florette'', proved immensely popular and formed the basis for a series of six award-winning adverts produced between 1991 and 2001.〔"(Close-Up: Live Issue - How Stella defied convention with its epic-style advertising )", ''Campaign'' (25 June 2004). Retrieved 26 October 2008.〕 ''Good Doctor'' was announced in February 2002 as the seventh in the series.
During 2007, the "reassuringly expensive" slogan was dropped, and the word "Stella" has been avoided in the advertisements. This has been seen as a reaction to the lager's perceived connection with aggression and binge-drinking in the United Kingdom, where it is nicknamed "wife beater".〔(The Argus - Pubs ban Stella Artois )〕
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