Export and Colenso ad celebrates men's devotion to their better halves – through low carb beer

  • Advertising
  • April 19, 2013
  • Sim Ahmed
Export and Colenso ad celebrates men's devotion to their better halves – through low carb beer

DB Breweries' latest Export 33 ad celebrates the hard work men put in to looking good for their significant others by drinking low carb beer.

The 60-second spot (which will first air this Sunday) shows a stereotypical smooth-talking pianist type showing the consideration (and love,  emotion, and uhh commitment?) men show women by drinking low fat beer.

The ad campaign is via Colenso BBDO,  DB's agency for its Export and Monteith's brands. It was an eight month project says Colenso group account director Tim Ellis, continuing on with its "Let nothing come between a man and a great beer" theme.

"Typically our Export ads have had people overcoming obstacles. Whether that be the Black Budget or the emergence of wine in the '80s," he says.

"This latest obstacle is the pressure men face from their better halves to [cut down on beer to avoid a beer gut]."

The video is produced by Prodigy and directed by Tim Bullock, who has a history of working on beer commercials.

The 60-second TVC will play exclusively for the next few weeks, after which it will be mixed in with a 30-second version.

Ellis is unwilling to say where else the ads will appear in the near future or what other components the campaign might entail.


Client: DB Breweries
Jarrod Bear – Group Marketing Manager
Julia Imlah – DB Export Marketing Manager
Tony Wheeler – DB Export Brand Manager

Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Creative Team: Brett Colliver, Simon Vicars and James Tucker
Agency Producers: Katie Knight & Jen Storey
Account Team: Tim Ellis, Sophie Martignier & Matt Frost

Production company: Prodigy
Director: Tim Bullock
Executive Producer: Jonathon Samway
Producer: Craig Sinclair
Sound Design: Liquid
Post Production: Toybox
Music: Damian de Boos-Smith – Sound Planet

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