DB is making a song and dance about its DB Export Low Carb beer, with an original song and music video called ‘I’m Drinking It For You’ by Colenso BBDO and The Sweetshop.
The near-four-minute song is an R&B ballad and is paired with a video featuring a Kiwi couple, Keshia and Tom, who turn the choice of a low carb beer into a romantic gesture. The pair both star in the music video, as well as singing the original song.
Colenso creatives Beth O'Brien and Thom Darlow say having a female and male character ensures the campaign speaks to everyone equally.
“This work is a huge leap forward for beer advertising in NZ.”
When Speight’s released its low carb option in 2017, it also went bold, with a campaign showcasing the struggles of a regular Kiwi bloke.
The video, set to Celine Dion's 'It's All Coming Back to Me Now', followed the protagonist as he sweats and wobbles on a run, gets outperformed at the gym, chokes down litres of questionable green liquid and poses in front of the mirror to check out the results.
At the end of the ad, he rewards himself with the new Speight’s Summit Ultra Low Carb beer, a scene designed to portray the drink as a reward Kiwi men can enjoy, with less of the guilt.
DB’s ‘I’m Drinking It For You’ song is available on all major streaming platforms.
Client: DB Breweries
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Tony Wheeler
Agency: Colenso BBDO
Director: Damien Shatford
Production Company: The Sweetshop
Sound Design & Mix: Liquid Studios
Music Production: WorldPeace.fyi