Balter Brewers launches new ‘We Love Good Beer’ brand campaign via Deloitte Digital Creative ANZ
Today marks the release of a new brand campaign for Balter Brewers titled We Love Good Beer. Developed in collaboration with Deloitte Digital Creative ANZ, it features a literal passing of the microphone from the types of people you normally see starring beer ads, to those who are usually relegated to playing the extras.
Says Stirling Howland, brand director and co-founder, Balter Brewing Company: “This spot is full of the kinds of people we see drinking Balter all across the country. So it’s not really an ad, it’s more of an extremely short documentary, and our hope is that everyone in Australia feels they can identify with someone in it.”
Says Tom Darlow, creative director at Deloitte Creative: “I’d like to think we haven’t actually done anything special here. We just looked at the kind of people who already love Balter, and then invited them to sing about it.”
Says 3x World Surfing Champion and co-owner of Balter, Mick Fanning: “They could have auto tuned me or something at least. I mean, come on.”
Rather than competing for the same audience as every other beer brand, the campaign is designed to reach beer drinking audiences that advertising normally overlooks – equestrian clubs, homewares enthusiasts, gaming showcases, and hair & beauty communities through direct, online and above the line media.
Supporting the campaign is the Palm Beach Womens Soccer Club who have been sponsored for the season by Balter XPA, and further overlooked sponsorship opportunities will be announced in the months ahead.
Client: Balter
Brand Director and Co-Founder: Stirling Howland
Art Director: Ben Trueman
Marketing Coordinator: Mia Adams
Agency: Deloitte Digital Creative
APAC Chief Creative Officer: Matt Lawson
NZ Chief Creative Officer: Dan Wright
Creative Director: Thomas Darlow
Senior Art Director: Harry Skelton
Senior Copywriter: Erin Mattingly
Account Service: Abbi Barker
Account Service: Alex Peacock
Film Production: Phil Liefting
Production: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Executive Producer: Andrew McLean
DOP: Marty Williams
Editor: Dan Kircher
Post Production: Stuart Bedford (Online), Matic Prusnik (Grade)
Audio: Liquid Studios
Sound Director: Peter Van der fluit
Sound Designer: Craig Matuschka
Executive Producer: Tamara O’Neill
11 Comments
I preferred the song route with ‘I’m drinking it for you’.
But hey, if it worked once…
Was great. This is annoying.
for getting a hook hand into the ad. Nice.
This is why management consultancies shouldn’t make ads.
Terrible golfers. Good creatives
Great casting!
“Nah trust me bro, people don’t care about your product, they care about what your ad stands for bro”
Where do I start.
For its merit, the ad is beautifully shot.
Ultimately my comments come from viewing the long form & not the cut-downs so they may miss the mark, but I figure a 2:18 ad probably sums up the campaign better than any 15” cutdown can.
The ad is forgettable, the message irrelevant & the song incomprehensible… Feels the creatives are trying to recreate the hype of their last ad, like turning a message into a song somehow gives it more “cut through”
https://youtu.be/CYdmsFdHty0
The creative proposition is rooted in a tension which the average consumer doesn’t care about (lack of diversification in ads), why are we making that the centre-piece? Does the average person care?
Better yet for a brand which holds no standing & has no part in the discourse, yet tries to, because ‘everyone drinks beer’, why are we encouraging this. name one product in the world which not every nationality has access to, this ad could literally be made for any of them.
The media targeting, while great as a sound-bite is a marketing ploy, probably making up 2% of their actual strategy.
And what about the beer? Cool packaging, not a bad drop. But what does this ad tell me about their product? Nothing.
Modern day marketers are so obsessed with pulling these ‘brand stories’ out of thin air and convincing clients that because they have colloquial humour & they’re unique, they’ll be a massive hit.
2/10
Did you see the hook thing? That was funny.
I like it. Viewers will enjoy it. Don’t overthink it.
Uhm, lost me with the singing. Cast is fine but idea can’t see it.