As #shreddingforsummer posts pop up all over social feeds, Speight’s has released a humorous spot showing the fitness struggles of a regular Kiwi bloke.
Set to Celine Dion’s ‘It’s All Coming Back to Me Now’, the 60-second spot, developed by DDB and the Sweetshop, follows 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.
“Our new beer has 75 percent fewer carbs than the traditional brew but with all of the flavour,” explains Ben Wheeler, category manager of beer at Lion.
“Having a beer, especially a Speight’s, is a part of the Kiwi psyche, even in the pursuit of a healthier lifestyle. We work hard, we play hard and Speight’s is a great reward.”
Adding to the ad’s relation to the Kiwi psyche, it’s filmed in gyms, forests and rugby fields across both the North and South Islands of New Zealand, which are all locations Kiwis are leading healthy and active lifestyles.
Shane Bradnick, executive creative director at DDB says: “Speight’s is such an iconic brand and known as a true storyteller when it comes to advertising. It’s always enjoyable coming up with a new campaign for a brand that is so synonymous with Kiwi culture. It was interesting taking a slightly different approach for this new product. We shouldn’t have to compromise on our rewards for the sake of progress, and now, we don’t have to.”
Client: Lion – Speight’s
National Marketing Director: Craig Baldie
Category Marketing and Sponsorship Director – Beer: Ben Wheeler
Marketing Manager – Mainstream Beer: Jane Dempsey
Brand Manager: Geoff Kidd
Assistant Brand Manager – Genevieve Brown
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: James Conner
Creative Director: Christie Cooper
Senior Business Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Senior Planner: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior Producer: Samantha Royal
Production Company: The Sweetshop
Managing Director/ Executive Producer: Fiona King
Producer: Andrew Mauger
Director: Mark Albiston
DOP: Lachlan Milne
Offline Editor: Luke Haigh
Post production: Perceptual Engineering
Sound Design: The Coopers
Media – Zenith Optimedia
Digital – Young and Shand
PR: The PR Shop
Events/ Activation: Spur