Given Tui’s recent history of covert plumbing activities, dishing out wads of cash at cricket and offending just about everyone in New Zealand with its infamous billboards, there was a sense of expectation that DB Breweries was planning something big for the 125th anniversary of the East India Pale Ale. And after a relatively quiet period, presumably planning the campaign, Tui has kicked off the celebrations with a new TVC via Saatchi & Saatchi NZ.
Released on 4 May, the new spot plays out like an ode to the original handheld device, the beer glass.
Throughout the 30-second running time, the narrator draws a satirical parallel between modern mobile devices and beer glasses, explaining that “125 years ago people imagined a device that was handheld, interactive, with a shiny glass façade that allowed them to connect with their mates.”
Tui’s senior comms advisor Simon Smith says that the new TVC is the first marketing activation to bring prominence to the fact that the brand is celebrating its 125th anniversary this year.
“We haven’t really announced anything yet. It’s been a case of keeping our cards close to our chests. This TVC really kicks off the campaign that’s going to have some fantastic content for fans over the coming months.”
Smith says that there’s been curiosity among fans about what Tui would do to celebrate the milestone and, while he admits expectations are high, he believes fans will find the campaign “very entertaining as it rolls out over the next few months.”
“I’m not going to let the cat out of the bag now, but there will be various activations of the campaign in coming months. This TVC is only the start,” he says.
According to Smith, there will be more TVCs, cross-channel promotions and a few other "surprises" as the campaign is rolled out.
Clients: Tui Brewery: Maud Meijboom-van Wel, William Papesch, Kate Baars
Executive Creative Director: Antonio Navas
Creative Directors: Gus Roberts & Corey Chalmers
Head of Content: Jane Oak
Agency Producer: Josh Forsman
Group Account Director: Paul Wilson
Account Director: Lucy Sparks
Production Company: Assembly
Director: Damon Duncan
Exec. Producer: Amanda Chambers
Producer: Nikki Smith
Sound Design: Franklin Road