Kiwi beer brand Mac’s is bringing audiences ‘The Right Kind of Interesting’ with a new brand campaign created in partnership with DDB Group Aotearoa.
The campaign follows one man’s burning desire to break free from the status quo and he jostles between whether to own a pet snake or choose a more interesting beer. Of course, because it’s a beer ad, the beer wins and he grabs a Mac’s – implying to the audience that Mac’s offers a more interesting choice.
The campaign is a playful take on Mac’s being the beer that’s the “right kind of interesting” with its unique branding and range by being interesting without alienating green bottle beer drinkers.
Given New Zealand’s strict “No Snakes Please” stance, to bring the TVC to life, Coco and Muffin were flown in from the USA. The 20 kg rubber snakes are no strangers to the big screen having featured in films such as 300, Shutter Island, and True Grit.
Alison Futcher, Senior Brand Manager for Mac’s at Lion New Zealand, says: “We’re thrilled to launch ‘Mac’s – The Right Kind of Interesting’. Mac’s is a serious craft beer brand that also prides itself on being accessible to the masses; offering a reliable and safe step-up into the diverse and awesome world of craft. So, the campaign is dedicated to premium green bottle drinkers who might be up for something a bit different, by giving them a gentle nudge in the right direction”.
Rory McKechnie, Executive Creative Director at DDB Group Aotearoa, adds: “The craft category can feel overly complicated, which is off putting to many green bottle drinkers. With its unique humour, ‘Mac’s – The Right Kind of Interesting’ perfectly positions itself as the approachable beer that connects green bottle drinkers to the world of craft.”
‘Mac’s – The Right Kind of Interesting’ will appear across TV, cinema, outdoor, digital/web, and social.
Lion New Zealand credits:
Craig Baldie: Lion Managing Director
Jeremy Meech: Brand Director – Beer
Alison Futcher: Mac’s Senior Brand Manager
Adam Daysh: Lion Connections Director
Hayley Pardoe: Lion Creative Strategist
Ella Fairley: Lion Connections Lead
Agency credits: DDB Group Aotearoa
Executive Producer: Bex Kelly
Producer: Jimena Murray
Director: Alex Roberts
DOP: Marty Williams
Postproduction Company: Finch
Postproduction online: Finch and DDB
Editor: Julian Curran
Sound Editor: Miller Yule
Music: Bomfunk Mc ‘Freestyler’
Music Supervision: Franklin Road
Media Agency: EssenceMediacom