Beaurepaires NZ recruits new brand hero ‘Mate the dog’ for the latest campaign via DDB NZ
Iconic Kiwi tyre business, Beaurepaires, has bid farewell to their trusted front man of 30 years, Vince Martin, opting for man’s best friend in a fun new advertising campaign by DDB.
After winning the competitive pitch last month, DDB has worked with Beaurepaires to rekindle New Zealander’s love affair with the brand and once more make Beaurepaires a house-hold name.
Says Katherine Rushbrooke, Beaurepaires marketing manager: “After 30 years of Vince Martin, the time had come for Beaurepaires to recruit a new hero who cared as much about tyres as we do. It was also important to capture the youthful energy of the brand and its cheeky humour, while ensuring we remained real and Kiwi. It was a bold move stepping away from Vince, but we’re thrilled with the new campaign, and our new spokesperson, Mate the dog.”
Says Mark Lorrigan, creative director, DDB: “It was hard to find someone as expert in tyres as Vince, but we did. He may be a little bit hairier, but he’s loyal, dedicated, and knows a good tyre when he sniffs one. And the best thing, he’s all Kiwi, just like Beaurepaires.”
The brand launch consists of a TVC, POS and retail campaign and kicked off earlier this week, following a presentation to staff late last week.
BEAUREPAIRES
Grant Rushbrooke: Director
Katherine Rushbrooke: Marketing Manager
DDB
Chief Creative Officer: Damon Stapleton
TV Producer: Rosie Grayson
Executive Creative Director: Shane Bradnick
Creative Director: Mark Lorrigan
Senior Copywriter: Ben Pegler
Copywriter: Simon Neumegen
Art Director: Kat Tadaki
Planning Director: Rupert Price
Group Business Director: Oliver Lynch
Senior Account Director: James Blair
Account Director: Emily Bellringer
Account Director: Paula Brown
Account Executive: Lara Kingsbeer
Waitemata Film
Director: Mike Oldershaw
Executive Producer: Julie Elstone
Production Producer: Phil Leifting
Animation: Kaleidoscope
Grade: Pete Ritchie
Offline: Tim Mauger
20 Comments
Bugger
Sit. Stay. Suck.
I like it. Nice – kiwi and charming. Will work well for sure.
You cheated on cats Ben. Nice work though.
Classic as in dated, yawn…
Woof.
Oh look, a talking dog wuth a Nuzilin ukcent.
Oh jeezuz. This sucks.
Quite easily worst ad of 2014. There’s your award. Congratulations.
This is dog (pun intended) shit
It’s okay, hard act to follow, so us bloggers were expecting something more daring.
I thought is was funny and cute. Clear from some of these comments advertising is a dog eat dog world.
The client is quite rightly worried that this ad is wall paper. We basically bludgeoned them into submission with the words “kiwi” and “charming” during the creative presentation, as these were about as close as the creative managed to get to “iconic” and “funny”.
As a result, please visit key advertising blogs and use the words “kiwi” and “charming” liberally. Hopefully this will mean we get another year or so of billings out of them before we are put down.
p.s. a list of quintessentially kiwi names for your postings are available from the creative department.
Fair to say they definitely screwed the pooch
I like it. Made me smile.
i’d rather eat dog food than watch this one again
yup, me too. normal people will like it enough
Normal people??? You mean consumers as opposed to advertising wankers?
Not sure why the hate. I liked it.
Wow, so many creative posts here….How many of you work for one of the agencies that didn’t win the pitch??