Steinlager Pure commends pioneering Kiwis in latest 'Keep It Pure' campaign via DDB NZ

Screen Shot 2018-03-05 at 6.22.04 am.jpgSteinlager Pure has today launched a new TVC under the successful Keep it Pure campaign platform via DDB NZ. The new Keep it Pure spot is the first to hit Kiwi screens since the highly acclaimed Born to Defy starring William Trubridge aired in 2014.

The inspiration for this latest Keep it Pure instalment was drawn from New Zealand's strong legacy of pioneership and the idea that pioneers don't compromise.

The spot follows pioneering Kiwi, Zane Lowe, whose father Derek Lowe, along with three other New Zealand men sparked a revolution within the NZ music industry, lauching the legendary pirate radio station, Radio Hauraki, and displaying the true essence of pioneership.

Picking up the baton from his father, Zane Lowe holds an international profile as a respected Radio DJ, Live DJ, record producer and television presenter, a career he believes would not have been possible without the inspiration gifted to him through the commendable acts of his dad and his mates.

DDB ECD Shane Bradnick says the new film raises a glass to pioneers who Keep it Pure, making it possible for future pioneers to make a difference.   

Says Bradnick: "We really wanted to convey an exciting true story of classic Kiwi pioneership, something inspiring and relatable to all New Zealanders. The DNA connection between Zane and Derek highlights the idea of Keeping it Pure  paving the way for future generations."

The film follows four self-proclaimed crazy bastards, so dedicated to Rock 'n' Roll that they took to the seas, hazarding a shipwreck for the right to broadcast in 1960's New Zealand, a time in which the Government dictated what could be played on air.

Michael Taylor, marketing manager at Lion says the spot is an exciting evolution of the Keep it Pure platform, and he's thrilled to celebrate a group of Kiwis who refused to compromise.

Says Taylor: "When Steinlager Pure launched it was a pioneering new beer underlined by a simple promise: four ingredients, no compromise. We're proud to celebrate Kiwis who epitomise that ideal."

The new campaign will roll out with 6", 15", 30" and 60" versions on film, digital and OOH

National Marketing Director: Craig Baldie
Category Marketing & Sponsorship Director - Beer: Ben Wheeler
Marketing Manager Premium Beer: Michael Taylor
Brand Manager Premium Beer: Kate Abercrombie

Agency: DDB NZ
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie

Art Director: Nicole Sykes
Art Director: Zac Lancaster
Senior Account Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Senior TV Producer: Samantha Royal

Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Claire Kelly
Director: Tom Noakes
DOP: Ginny Loane
Production Designer: Neville Stevenson
Offline Editor: Adam Wills
Post Production: Blockhead
Score Composer: Cam Ballantyne

Original Music: "Let It Happen" (Parker) performed by Tame Impala

Music Licensing: Jonathan Mihaljevich, Franklin Rd

Sound Mix: Craig Matuschka - Liquid Studios


Guest said:

This TVC is shot beautifully with high production value, awesome Art Dept and stunning VFX. But sadly this feels like a pretty tenuous link to the brand itself. Great idea, questionable brand alignment. Good selling-in DDB.

Eye-catching said:

Nice production but muddled message for me.

@Guest said:

Completely agree. The link just isn't there and Zane Lowe in particular just aren't well known enough to generate interest and cut through even if the creatives or clients know him well.

Tame Impala said:

Let it happen bro.

Ann Ominous said:

Kinda reminds me of a shit version of the mercury 121 campaign with saint Gary old man, which was launched 73 years ago.

HJ said:

Swing and a miss.

The Judge said:

I liked two things: The way the word 'pure' was inserted into the script so that the viewer would make a crystal-clear connection between the product and the idea behind the strategy.
The second thing I liked was the connection between the father and son. That's a great fact/insight and well done to whoever uncovered it.

But, production values aside, it was a poorly told story. I'd like to blame the agency and production company, but I won't. Would love to have seen the original script.

Pure said:

It's like when they say the name of the movie during the movie, and then you realise why they called the movie that.

boo-hoo-hoo said:

"I love you mum and Dad..." Jesus. I thought they were supposed to be renegade dudes actually pioneering something not just crashing their boat and having a cry. Way to kill the spirit of an actually cool story.

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