Forget the typical “blokey heroes” … New Zealand beer brand Speights has decided to break with tradition and challenge what it means to be a Kiwi who enjoys a beer.
The two-minute film, called The Dance’, follows two workmates as one teaches the other to dance. It showcases mateship, hard work and love, as well as reintroducing the brand’s iconic tagline, Good on Ya Mate’.
Craig Baldie, national marketing director at Lion, said: “A fresh approach to our core beliefs was the perfect way to showcase mateship, a value that has stuck with Speight’s through various ages and stages. There are some things you can only ask a mate for help with, ‘The Dance’ reimagines an age-old tradition of mates sacrificing for mates through challenging times – we’re very excited to see how Kiwi audiences respond to it.”
The campaign was created by DDB NZ and will run across film, online, digital and OOH.
DDB NZ creative director Rory McKechnie, said: “The truth that mates will do anything for each other is a very genuine thought, but it hasn’t always been portrayed that way. We wanted to get away from the over-the-top caricatures typical in beer advertising and bring that idea to life in a more real way.”
Michael Lee, Senior Lecturer in Marketing at Auckland University, told Voxy: “I think it’s great that Speight’s has moved on from the grumpy ‘man of few words’ stereotype. The ad showcases men and how they can overcome their vulnerabilities and insecurities by sharing problems with good mates. Overall, I think it’s telling a story of men who are strong enough to be soft.”
It’s also received positive feedback from consumers.
Among the comments on the Speights Facebook page:
“Well done Speights.. priceless!”
“Wow I can believe a good mate doing that. Great ad guys, I see an NZ award for best ad 2018 there. Kia ora.”
“Bloody awesome ad. Love it. Very Kiwi and heart warming. Good work Speights.”
Watch the ad below:
