Speight's launches relatable spot for every Kiwi bloke for Summit Ultra Low Carb Beer via DDB

Screen Shot 2017-10-31 at 6.25.11 am.jpgAs summer inches closer, many Kiwis are cutting the carbs to get their bodies beach-ready. With this in mind, DDB and Speight's have teamed up to create a humorous new spot that every Kiwi bloke can relate to. The spot introduces the new Speight's Summit Ultra Low Carb beer - a genuinely low carb beer that doesn't sacrifice the full flavour of a lager.

The Sweet Shop-produced advert follows the efforts of a Kiwi bloke as he struggles to get into shape. We see him sweat and wobble through a run, get outperformed the gym, and choke down a questionable green liquid - all in pursuit of shedding some extra weight. At the end of the advert - he rewards himself with a pint of Speight's Summit Ultra Low Carb beer.

VIEW THE SPOT
Says Ben Wheeler, category manager, beer, Lion: "Our new beer has 75% fewer carbs than the traditional brew but with all of the flavour.

"Having a beer, especially a Speight's, is a part of the Kiwi psyche, even in the pursuit of a healthier lifestyle. We work hard, we play hard and Speight's is a great reward."

Screen Shot 2017-10-31 at 6.26.02 am.jpgFilmed in gyms, forests and rugby fields across both the North and South Islands of New Zealand - the advert showcases authentic locations where Kiwis are leading healthy and active lifestyles. The goal was to portray Speight's Summit Ultra Low Carb beer as a reward Kiwi men can enjoy, with less of the guilt.

Says Shane Bradnick, executive creative director at DDB: "Speight's is such an iconic brand and known as a true storyteller when it comes to advertising. It's always enjoyable coming up with a new campaign for a brand that is so synonymous with Kiwi culture. It was interesting taking a slightly different approach for this new product. We shouldn't have to compromise on our rewards for the sake of progress, and now, we don't have to." 

Client credits: Lion - Speight's
National Marketing Director: Craig Baldie
Category Marketing and Sponsorship Director - Beer: Ben Wheeler
Marketing Manager - Mainstream Beer: Jane Dempsey
Brand Manager: Geoff Kidd
Assistant Brand Manager - Genevieve Brown

Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: James Conner
Creative Director: Christie Cooper
Copywriter: Veronica Copestake
Senior Business Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Senior Planner: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior Producer: Samantha Royal

Production Company: The Sweetshop
Managing Director/ Executive Producer: Fiona King
Producer: Andrew Mauger
Director: Mark Albiston
DOP: Lachlan Milne
Offline Editor: Luke Haigh
Post production: Perceptual Engineering
Sound Design: The Coopers
 
Agency Partners:
Media - Zenith Optimedia
Digital - Young and Shand
PR: The PR Shop
Events/ Activation: Spur

5 Comments

Terrible said:

this is so bad. Cliche has hell and does nothing positive for a beer category but highlight every bad stereotype.

Also, low carb beers are 75% less carbs than normal beer but looking at a beer label over the weekend - they hardly have any carbs in anyway for 75% less of very little is not much of a saving.

Pissed said:

Too fuch mot fun ing liss ad not enuffs good tims yeahhs

Cool Song said:

Celine Dion with a naked fat man. I'll drink it!

HJ said:

push your ideas further guys

The Dong said:

Relatable... ARE YOU CALLING ME FAT?!?!?!?!

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