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.
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