The art of distraction: Tui and Saatchi move away from the brewery—and into the lounge

Youtube VideoThe relative lack of sun—and therefore barbecues—over the summer months hasn’t been ideal for the booze industry (craft beer continues to grow, while the overall beer market is thought to be down around five percent). But as the inside months approach and the rugby season gets into full swing, Tui’s new ‘Halftime Distractions’ spot by Saatchi & Saatchi and The Sweet Shop’s Stuart McDonald (he of Summer Heights High fame) is hoping to ensure the boys will focus on the brown stuff should they be required to provide for the group.

“For a long time footy has been providing Kiwi lads a great excuse to congregate together, spin a few yarns, enjoy a few laughs,” says Tui marketing manager, Jarrod Bear. “And Tui is stoked to be supplying the halftime oranges at the lad’s footy occasions.”

The TVC launched last night and while the obligatory scantily-clad ladies and brewing legends tagline remain, the humour in this ad seems a bit more subtle and, dare we say it, intelligent, than some of its recent efforts (some cads may joke that using subtlety and intelligence is a risky strategy given the stereotypical Tui drinker). So for those who have been calling for a move away from its reliance on hijinks at the Tui Brewery, this might be a welcome change of direction.

Image via Stuff.co.nz

And in case you missed it a few weeks back, this is what it looks like when life imitates art.


Clients: Tui Beer: Jarrod Bear, William Papesch, Clare Morgan

Executive Creative Director: Antonio Navas

Creatives: Matt Sellars, Cory Bellringer

Head of TVP: Jane Oak

Group Account Director: Mark Cochrane

Account Director: Natalie Downes

Film Company: The Sweet Shop

Director: Stuart McDonald

Producer: Larissa Tiffin

Sound Design: Liquid Studios


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