Low-alcohol beers, wines and ciders are growing in popularity, due to a combination of changing drink driving rules, more concern about the health impacts of drinking and changing social attitudes to overt drunkenness. So far there have been a range of approaches used by the booze companies to sell their lower-potency wares, from DB Export's comical surgeon, to Heineken's Light Club or Brancott Estate's Flight. But this bold approach to advertising zero alcohol beer spotted in Nishiki restaurant in Auckland stands out as one of the most creative. As it says: "Looks like a real beer. It's beery beery yummy!!" They grow up so fast.
Marketing, advertising & media intelligence
What at first starts as a standard celebrity endorsement video for a new product quickly descends into one man's—completely unhinged—obsession with running in Nike's new video series, featuring comedian Kevin Hart (and his glorious beard). The series is introduced via a short clip, showing Hart excitedly unboxing the new product. From there, the madness ensues, with Hart putting on his best impersonation of Forrest Gump crossed with the protagonist from Into the Wild.