Yarns spun and legends honoured as Tui discovers truth is more entertaining than fiction

Youtube Video It’s regularly said that golf and beer go together almost as well as raspberry and coke. And, in keeping with the long-established annual beer marketing tradition, Tui and Saatchi & Saatchi have created a new summer campaign that aims to celebrate legends, kicking things off with a wee gem showing a few lads indulging in a bit of extreme white ball chasing. “When you get Tui and the boys together legendary stuff happens,” says Saatchi & Saatchi group account director Mark Cochrane. “The launch TVC [directed by Hamish Rothwell from Goodoil Films]is about one such occasion. It’s based on a true story of a few boys that played a game of golf cross country, from the 9th hole of the local golf course back to the iconic Tui brewery”

No word on whether the event in question was a can-a-hole affair.

“The brand idea of ‘Brewing legends since 1889’ is a real truth as men across New Zealand have been having legendary sessions with this legendary beer for years now,” he says. “We’re simply going to spin a few of these yarns on screen, fuel the conversation around them and then digitally inspire a few more sessions to happen for real.”

Tui marketing manager Jarrod Bear says the Tui drinker has always been at the heart of the brand’s activity, so “it’s fantastic one of the many real legends out there can be re-told and passed on for others to enjoy”.

The POS, print, promotions and more digital content will rollout over the next few weeks.


Executive Creative Director: Dylan Harrison

Creatives: Dylan Harrison, Matt Sellers, Cory Bellringer

Head Of Content: Jane Oak

Head Of Planning: Murray Streets

Group Account Director: Mark Cochrane

Account Director: Daniel Phillips

Director: Hamish Rothwell

Clients: Jarrod Bear, William Papesch, Rene de Monchy, Clare Morgan

Production Company: Goodoil Films

Online Content: Gorgeous Films

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