Why Poretti’s latest campaign is a masterclass in emotional storytelling
The beer category has long been home to emotion-led advertising. It’s the space of good times, idealised drinking moments, sun-drenched gatherings, and a familiar clink of glasses.
But every so often, a brand steps sideways. It doesn’t just show us the moment, it creates one.
Poretti’s latest campaign, Welcome to the Lake, is a striking example.
At first glance, it might seem to follow the usual formula. There’s a picturesque location. A sociable setting. A suggestion of a drinking occasion.
But that’s where convention ends.
This commercial takes viewers into a world that’s more dreamscape than day-to-day and you can’t look away.
It’s also a great example of Step 4 in Perrycallan’s Six Unmissable Steps to a Winning Creative Strategy:
👉 Decide on an emotional or functional tone.
Poretti doesn’t aim for just emotion. It goes further, delivering a tone that’s surreal, mischievous, and unforgettable.
This is extreme emotion. And it works precisely because it doesn’t explain itself. There’s no voiceover. No brand ambassador. Just visuals, music, and space to wonder.
And in doing so, it subtly mocks many of the beer category’s typical devices.
It’s still showing a lifestyle. But it’s a lifestyle no other brand would dare to show.
That brings us to Step 2 in the framework:
👉 Choose whether to follow or break category conventions.
Poretti gently follows just enough to remain recognisable. But it breaks just enough to be memorable.
The result is a cinematic, creatively brave, and highly stylised spot that doesn’t sell beer in a traditional sense. It sells intrigue. Charm. Feeling.
The kind of campaign that doesn’t fight for your attention… it earns it.
You can view the full commercial here:
🎬 Watch now
🎧 Sound on.
💡 Logic off.
Because sometimes the most effective strategy is to stop making sense — and start making people feel.
Want to pressure-test your own creative tone?
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