Speight’s gets its pound of flesh out of Ginger Bear

Lion and DDB’s Steinlager Deep Dive campaign seemed to get the tick of approval from the marketing community (and a few questions in an interesting piece on MediaWatch). And many also seem fairly taken with the pair’s very literal pun-based ‘That’s Dry’ campaign for Speight’s new alcoholic Ginger Beer, which has charted the journey of Karl Burnett squaring off against a forlorn ginger bear for mascot duties. Now it’s released a few more entertaining clips. 

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Ginger Bear is a fine addition to the hallowed halls of bear-related advertising, where he sits alongside the likes of Bundaberg’s Bundy R Bear (a polar bear selling a product of the tropics), Griffin’s Cookie Bear, Paddington and many others. 

For all those agencies and clients keen on using humour, here’s a pretty good rundown of how best to do it, many of which are checked off by Lion and DDB in this campaign. ​

CREDITS

DDB:

Executive Creative Director – Shane Bradnick

Creative Director – Chris Schofield

Art Director – Toby Morris

Copywriter – Simone McMahon

Executive Producer – Judy Thompson

Agency Producer – Kate Moses

Production Manager – Andy Robilliard

Managing Partner – Scott Wallace

Account Director – Emma Guadagni

Head of Planning – Lucinda Sherborne 

Digital Planner – Michiel Cox

Lion Breweries:

Lion Beer Category Director – Ben Wheeler 

Speight’s Senior Brand Manager – Anna Gestro

Speight’s Brand Manager – Geoff Kidd

Thick as Thieves:

Directors – Thunderlips

Executive Producer – Nik Beachman

Audio – The Coopers

Movement Artist –  Ben Fransham

Bear Creation – Main Reactor & LGM Productions

Photography: Spid @ The Collective Force

Zenith Optimedia: 

Group Business Director – Alex Lawson

Business Manager – Andrea Burke