Sorry Beck's, but Saying 'Different by CHOICE!' Doesn't Make it So

To draw attention away from its absence of a sound position in the beer market (unless "favorited beer of the band 'Black Label Society'" counts), Beck's tries wearing the message "Different by Choice."

This new spot -- produced by Anonymous for agency Lowe Worldwide & Partners -- compares the mediocre green beer to avant-garde painters, punk rockers and the VW bug, among other subversive cultural icons.

To seal the deal, Beck's dubs itself "The beer that said no to compromise." A second later, "No to anything but all natural ingredients."

Sounds like the team forgot to settle on a position again.

Not that it matters. What was it Margaret Thatcher said? "Being powerful is like being a lady. If you have to tell people you are, you aren't."