Balter’s ‘Beers Do Come True’ campaign shows us why the best marketing strategy is to cut the fluff, crack a cold one, and speak the truth
Let’s face it.
We’ve all seen beer ads that look like they were directed by someone halfway between a motivational guru and a Marvel casting director.
The man drinks a beer, scales a metaphorical mountain, finds himself, and possibly reinvents masculinity along the way.
Cool visuals, but exhausting.
And then along comes Balter Brewing’s latest spot from Australia — Beers Do Come True.
It doesn’t sell the man.
It doesn’t sell the dream.
It sells the beer.
Period.
And that’s what makes it brilliant.
Believe. Ask. Receive. Then… Drink.
At the heart of the campaign is the wonderfully tongue-in-cheek acronym: BAR — Believe, Ask, Receive.
Sounds like something you’d find in a dodgy self-help manual from a Chulia Street bookstore in Penang.
But here, it’s genius.
It pokes fun at belief culture while inviting you to lean in, laugh, and crack open a cold one.
Balter doesn’t sell status.
It sells camaraderie.
It doesn’t whisper aspirational nonsense about yachts and influencer parties.
Instead, it invites you into a sticky-floored bar with noisy ceiling fans and even better friends.
That’s where real beer lives — and where real stories are born.
The Satire We’ve Been Thirsting For
Directed by Ariel Martin and scripted by Andy Matthews (both bringing the energy of a pub uncle who’s read The Secret), the ad is delightfully aware of its own ridiculousness.
It opens with a man delivering a rousing speech that belongs in a TED Talk — except it’s happening in a bar.
Not on a summit, not in a WeWork pod.
A bar.
Where ideas are hatched, forgotten, and sometimes remembered again around the third round.
And that’s the point.
The beer isn’t part of a lifestyle; the beer is the lifestyle.
No need for six-pack abs, minimalism, or curated playlists.
Just a can, a stool, and people who get the joke.
Why This Works: No Pretense, Just Presence
Balter’s ad is deeply rooted in Aussie culture, but its message is universal — you’ve already made it.
You’re not on a journey to success.
You’re sitting at the destination, holding it in your hand, head slightly dizzy from laughter.
The beer is not a metaphor.
It’s the moment.
The campaign delivers humour with heart.
It’s not trying to go viral.
It’s just trying to be understood — and in doing so, it becomes unforgettable.
What Malaysian Brands Should Take Away
Here’s the bitter truth with a sweet finish: many Malaysian ads are still stuck in the “try too hard” loop.
They either go hyper-polished and soulless or rely on tired tropes like exaggerated Manglish, token diversity, or TikTok gimmicks.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
