Don’t complain about reported US internet surveillance. Use it to sell beer.

This is a hoarding half way down one of the motorways in Wellington, New Zealand. You can’t miss it. It’s a beer advertisement.

Tui is one of our major national brands, made in Mangatainoka, not far from the southern Hawke’s Bay town of Woodville. They’ve been running the ‘yeah right’ campaign for years. The slogan changes topically. The payoff line – with all its understated sarcasm – doesn’t.

Laconic irony. It’s a Kiwi thing.

Copyright © Matthew Wright 2013