Saatchi & Saatchi New Zealand aims to brew a new legend for Tui via ‘true tales’ campaign
Tui Brewery and Saatchi & Saatchi launched a new campaign over the weekend for New Zealand’s most popular beer brand. The idea ‘brewing legends since 1889′ is based on the insight around Tui drinkers’ love of storytelling over a few beers.
Hamish Rothwell from Goodoil Films directed the TVC. The POS, print, promotions and more digital content will rollout over the next few weeks.
Says Saatchi & Saatchi group account director Mark Cochrane: “When you get Tui and the boys together legendary stuff happens. The launch TVC is about one such occasion. It’s based on a true story of a few boys that played a game of golf cross country, from the 9th hole of the local golf course back to the iconic Tui brewery.
“The brand idea of ‘Brewing legends since 1889’ is a real truth as men across New Zealand have been having legendary sessions with this legendary beer for years now – we’re simply going to spin a few of these yarns on screen, fuel the conversation around them and then digitally inspire a few more sessions to happen for real.”
Says Saatchi & Saatchi executive creative director Dylan Harrison: “Tui has a great legacy of iconic advertising, no doubt about it. But when we got talking to the brewers over a few of Mangatainoka’s finest, the true stories that were coming out were so much more interesting than anything you could make up.
“Our drinkers find the authenticity of Tui irresistible, so our goal was to build the advertising around the true character of the brand.”
Adds Tui marketing manager Jarrod Bear: “We’re rapt with the new campaign, the Tui drinker has always been at the heart of the brand’s activity, so it’s fantastic one of the many real legends out there can be re-told and passed on for others to enjoy”.
Agency: Saatchi & Saatchi, Auckland
Executive Creative Director: Dylan Harrison
Creatives: Dylan Harrison, Matt Sellers, Cory Bellringer
Head Of Content: Jane Oak
Head Of Planning: Murray Streets
Director: Hamish Rothwell
Production Company: Goodoil Films
Online Content: Gorgeous Films
Group Account Director: Mark Cochrane
Account Director: Daniel Phillips
Clients: Jarrod Bear, William Papesch, Rene de Monchy, Clare Morgan
7 Comments
Nice one Matt and Cory.
Is that any better than the 600 other scripts?
Hasn’t Nike done a number of ‘big’ golf game ads? I’ve already seen people travel by golf – and a number of other sports come to think.
The woman looking over her glasses by the pool seems like its from the Levi’s ‘swimmer’ spot, and the frog out of the drainpipe is very Sony balls.
Nice music.
The remarks were dressed at the ad and its contents. Yours seem to be more personal. Perhaps you should learn the difference between commenting on the work, and making personal remarks. That is typically seen as a grown-up skill.
I also note you didn’t address any of the points of content, which were: done before, done before, and done before.
As nice as it is to watch, I think there was probably more suitable ‘legendary moments’ to use. Just confused me about Tui really
It just bored me.
Can you guys please get me some chips?
Thanks