Last year, Speight’s brought back its ‘Good on Ya Mate’ tagline like never before. Together with DDB, Speight’s put a contemporary take on its classic ads with dancing men front and centre. For two minutes the audience watches a group of mates teach each other moves and offer up critique, with the story encapsulating the values Speight’s stands for, including friendship and generosity. StopPress spoke with people involved with the campaign as well as others in the industry.
The idea behind it
Craig Baldie, Lion national marketing director:
“A fresh approach to our core beliefs was the perfect way to showcase mateship, a value that has stuck with Speight’s through various ages and stages. There are some things you can only ask a mate for help with — ‘The Dance’ reimagines an age-old tradition of mates sacrificing for mates through challenging times.”
Shane Bradnick, former DDB executive creative director:
“If we had a Speight’s brief 50 years ago it would have been this real stoic Kiwi dudes just doing stoic Kiwi dude things. Now, it’s great to see a mainstream beer brand evolve and show culture as it is now while staying true to its values.”
What do you think?
Lisa Fedyszyn, executive creative director, Ogilvy:
“‘The Dance’ celebrates mateship as being kind, loving, expressive and patient. It showed us there is more dimension to manhood than a beer brand usually represents. Good on Ya Speight’s and DDB for breaking down societies gendered division of roles and entertaining us with a beautifully crafted story.”
Tony Clewett, executive creative director, FCB:
“Do I think this spot rocks because it’s so brilliantly cast? So beautifully observed and restrained? Or hits such a ‘now’ cultural vein? Nah. It’s because it uses the greatest 75 one-hit-wonder from the 70’s ‘Baby it’s you’. Masterstroke.”
Daniel Barnes, founder and partner, BC&F Dentsu:
“With traditional beer in decline traditional masculinity could not be far behind. So, it makes sense for that last holdout of male advertising clichés, the Southern Man, to get in touch with his vulnerable side.”
“Taking a break from watching Brené Brown TED Talks in the lunchroom, the team at Morris Engineering Ltd unite to turn a hapless workmate into the next Norm Hewitt on the dancefloor and we all learn once again the timeless power of an underdog, a wedding, and epic 70’s pop cheese to unite the nation. Good on ya, Speight’s.”
Client
National marketing director: Craig Baldie
Category marketing & sponsorship director – beer: Ben Wheeler
Marketing manager mainstream – beer: Jane Dempsey
Brand manager mainstream – beer: Geoff Kidd
Assistant brand manager mainstream – beer: Gen Brown
Agency
Chief creative officer: Damon Stapleton
Executive creative director – Shane Bradnick
Creative director: Rory Mckechnie
Art director: Zac Lancaster
Senior account director: Jennider Travers
Account manager: Michael Doolan
Executive planning director: Lucinda Sherborne
Executive producer: Judy Thompson
Senior agency producer: Samantha Royal
Production company: The Sweet Shop
Executive producer: Fiona King
Producer: Larisa Tiffin
Director: Steve Ayson
Offline editor: Simon Price
Grade: Trish Cahill
Production company: Perceptual Engineering
Soundtrack/composer/music: Jonathan Mihaljevich, Franklin Road
