Hahn goes ‘Pioneering Beering’ in new TVC launching this Sunday via Publicis Mojo, Sydney
June 3 2011, 9:55 am | | 109 Comments
This Sunday Lion Nathan will launch the first installment in a new strategic direction for the Hahn brand, when it unveils its latest TVC for Hahn Super Dry, created by Publicis Mojo Sydney.
The ‘Pioneering Beering’ platform and the new TVC is Mojo’s first work on Hahn since being awarded the business in November.
The first execution for ‘Pioneering Beering’ takes the form of a 60-second spot, shot by Emmy-winning director Tom Kuntz. It depicts a hyper-stylised Hahn Super Dry brewery where the ‘superness’ – represented by a series of unorthodox influences – is infused and brewed into the beer at every stage of its creation.
109 Comments
fkn awesome.
its a cool ad….
however, it does looks very American…was it shot there?
good beer good ad
Farken awesome
Epic. Love it. I haven’t seen a beer ad for ages that makes me want to drink beer. I want in. Give me a super dry now!
Simone, what drugs are you taking? I want some.
Love it.
Very, very cool beer ad!
Ace. A++.
You had me at Knight Rider theme music. Well done Jussie, Ruth and Micah.
Love it. Love it. Love. It. LOVE IT!
HOORAY FOR BEER!
Really great ad. Love it. i can see this idea running in lots of different executions having just watched it once.
How good is that – best beer ad in years. Congrats to everyone & the weasel – you rocked it little fury friend!
My favourite beer ad ever.
Brilliant, Tom Kuntz is a genius! Great idea, love it!
i actually like it. And i’m normally a complete #@*t on here.
Love it from the moment it started. Well done Fringes!
I see the tiger made it into the ad.
Great ad nice work really really solid guys.
Fire trucking brilliant!!
It’s super. LOVE IT.
just beautifully directed.
congrats all
Absolute cracker! Well done all. Watched in four times in a row with the rest of the creative department.
Nice work you Kuntz.
Best beer ad I’ve seen in a long time. Brilliant line. Brilliant idea.
Awesome.
One word – AWESOME.
Anyone that poo-poo’s this one deserves a bitch slap.
Wow, that’s awesome. Kuntz.
Nice one Justine, Ruth, Micah & rest of the team. From ex Mojo CD.
Fantasmagorical!
This is so good, much better than most of the recent lot of fosters work
Why isn’t the credit for the Creative Chairman and ECD on this?!
Brilliant! Mojo the new kings (and queens) of Aussie beer ads.
Fantastic ad. Reeks of awesome, and know how hard good ideas are to get through in liquor advertising. Well done guys.
Top class. Metal for sure.
Tried Hard with a capital T and a capital H.
Only in Australia would we love so hard on something so over art directed.
Can the beige seventies thing end now.
Still funny.
MOJO CREATES BOAG’S BEER PIPELINE… opps I mean Hahn pipeline.
Nice to see a positive blog for a change.
See, you don’t need to be #@*! all the time.
Or are you just on holiday with no wifi access?
i am going to pioneer engineering on your ass.
I like it, a lot. Not sure it deserves the blow-jobs above, but a nice spot indeed.
Some Self congratulating going on here
Some self congratulating going on. Screams boags
Can someone apart who doesnt work at Mojo comment here. Fuck me, it isnt that good.
Super.
hijacked
Wow… it’s OK… Good even.
But it’s a LONG way from deserving the praise above! You guys are kidding yourselves.
@1259, because hopefully, that person has realised that after shirt-tailing others to the top, he’s gonna get pinged… I should know, I was there when he ripped off a NZ award-winning ad – and of course, there when he took credit for an ad I wrote… he’s done nothing of real worth. Of course, if you can prove otherwise, go right ahead…. And, incidentally, your post sounds strangely eponymous.
Toyota testing pipeline vs a beer pipeline.
Love it either way.
to the entire creative dept.
better not put all the time you spent hijacking this blog on the staff training job number like you do every other time we do a beer ad .
that is all.
I dont work at Mojo and I love it. Comments about boags similarities make you sound like you have no good work of your own so you need to bring down everyone elses.
love it…cheered me up and perfect time to get me one of these …friday evening and all. well done mojo
The best beer ad of all time ever, unbeatable solid gold all the way. Still laughing out loud from this morning.
Those two young ladies and that dude from the hangover are very talented individuals. Well done.
Shit…
Over art directed and gay undertones. Lying to consumers by pretending the beer contains something that it doesn’t. Using knight rider sound track to falsely hook people in. Copy of an ad I saw in 1964. No creative idea whatsoever, just creative fluff that the client somehow bought into.
Just kidding. Love it.
If my idea grew up to become this ad, I’d be a pretty proud father. Very nice work.
To Mojo finance director. I like it. Top work. That is all.
If you guys sold those beer trophy fountains I’d buy one. I like your advertisement skills a lot.
James bond approves.
Is that a V8 Delorean monster truck?
After a few years working on this brand at another agency, I know it’s very very hard to get a great idea up. The cues, the strategy, the research, the brand wheel….all combine to make most beer ads really quite cheesy and blokey and dumb. But this one is great. Well done. I reckon because it was briefed to some GIRLS for a change!
Congrats guys. Work like this is why I really like working in this industry. This probably comes across sounding sycophantic but I genuinely admire what you guys do. RESPECT!
i want to go to there.
awesome stuff. well done.
boom
Tom Kuntz.
Best name for a director ever.
Also takes what could have been the biggest pile of shit idea ever and makes it cool. Close your eyes folks and imagine the original script. Then imagine it shot by even our bestest directors.
It’s still lame, isn’t it?
Now watch this again. Every shot could have been fucked up. Most weren’t.
That’s why you get good directors.
This is brilliant, everyone saying it isn’t should get the fuck out of the target market.
Immensely watchable and actually funny, not try-hard funny like a lot of other commercials, and that really comes down to a brilliant director.
Killer track too.
That’s correct, however Kuntz magic didn’t work on those horrid Carlton Draught commercials that luckily never saw the light of day. A great director is essential but so is a great idea.
Awesome. Well done.
Lynchy, credits?
is it just me or is the Best Ads site down. I cant view the fucking thing.
10:58 It’s just you.The site is up, I’ve just played the spot. If you can’t play the video it might be that you need to download Quicktime. It’s free via the net.
its free via ‘the net” what the fuck is that?
Everybody stop for a second.
Brief from CD in Mojo:
Everybody in the agency must write a fantastic post to CB raving about our latest beer ad. If not you’re fired.
This would have to be the worst beer ad ever created in Australian…. no make that the history of all beer advertising in the world.
A load of complete and utter faggy rubbish.
Who the hell are you trying to appeal to with this?
thanks “Techo” I asked a few friends about finding and using”the net” and managed to “download” that “Quicktime” thing. It’s amazing I then managed to watch the Hann beer commercial which I thought was a total and utter load of bollocks. I agree with 12.51
nice but kind of similar in a wester way:
http://www.youtube.com/watch?v=K-Rs6YEZAt8
Thanks 2.17 for sharing with us where Mojo got that crap idea from.
The coincidence is far too obvious, almost identical frame by frame.
Shame on you Mojo.
FFS!
sorry, what was it for?
Hmmm, kind of a theme going on over at Mojo.
http://www.campaignbrief.com/2011/05/toyota-runs-the-gauntlet-in-pl.html
Jesus Christ that’s farkin good. And written by chicks too.
Not sure how the ‘pioneering beering’ line works with it. Suspect it’s to keep the client happy that it’s a ‘big integrated idea with legs’ instead of a kick ass tvc, but who gives a flying. Nice work indeed
lol 3:21 I thought the same…
WTF is that similar!?
stop pulling your own cocks mojo this is garbage.
BUSTED! blatant sapporo rip off guys…
Written by chicks.
Yeah it looks like it.
Nothing appealing here for any hot blooded male beer drinker that’s for sure.
Maybe Tom Moult is right about most of the wankers commenting on this blog being out of a job because looking at some of the comments (of people liking this ad) suggests to me that they’ll be out of a job for a long long time to come.
This is Unpioneering, dated, unoriginal.
I wonder what any Lion Nathan clients are thinking when they read this blog?
I’d be calling Mojo, asking for my money back then instructing them to come up with an original idea that appeals to male drinkers ASAP or your fired.
Jesus. Sad bunch. Some of you.
Simply brilliant.
Guys one factor here that everyone seems to miss is that big name OS directors (and Micah loves an OS director) get 4x the budget that Aussie directors get. It’s part of the “if it’s from overseas it must be good” hangup that Aussies have. So we will never really know for sure if an Aussie director could have done as good a job.
Wow, the haters really came out over the weekend. There might be similarities between Sapporo and this spot but 1. the punter is never going to judge it like that and 2. I don’t think it’s close enough. I love it guys and I’m not from Mojo.
If you don’t like this ad you are either:
a. a bitter old cunt who thinks all beer ads should have 4 mates, tits and a dog.
b. an unemployed hack
c. a douchebag who can’t admit when someone has done something great.
9.10 is probably all 3.
11.27
Yeah yeah yeah. Not from Mojo.
Your first point about the punter never going to judge it like that is absolutely correct. You could borrow any great idea done overseas and 99.9% of the punters here would not know and think it’s highly original.
So…. lets just borrow all the Gold Lion/D&AD/One Show winners and no one will be the wiser. Right?
Wrong!
If you like this ad you are either:
a. Employed by Mojo.
b. Blatantly rips work off all the time
c. A douchebag who can’t take it when someone doesn’t like their work
11.54 is probably all 3.
12.32/ 9.10
11.54 here. Love to know where you work. I don’t work at mojo but somewhere good.
I’m sure you will be serving drinks at award next year when this wins gold. See you there sport.
12:51
1. You would love to know where I work yet you don’t have the guts to say where you work. Only: I work somewhere good. Which tells me you don’t work somewhere good at all. I can only assume you are at Mojo along with all the other people who like this spot.
2. This will win nothing at Award (except for craft) because the judges will know it’s borrowed interest and a pile of rubbish.
See you there Sport.
I loved this….. till I saw the Sapparo “inspiration”
SAD
Yes, it’s an old concept, Sapporo, Pure Blonde, Coca-Cola Happiness Factory and so on.
But that said I think it’s different enough. It’s brilliantly directed…It’s Kuntz after all. And like it’s predecessors I loved watching it. And I’m sure the Australian public will love watching it.
Well done all concerned.
It’s pretty lame to see this becoming so cynical.
Great spot. Bet it does well around the world.
Congrats to all involved.
Yes a world class director can turn a tired concept into something that feels New.
Well done on hiring Tom Kuntz. Surely you are the new Kings and Queens of overs seas shoots.
This weak, plagiarized, poorly directed spot has received far far more attention than it deserves.
Haters desperately clutching at straws.
Hilarious.
youre right, only in oz would we celebrate this OTT willy wonka direction. look at the sapporo spot then give yourselves an uppercut.
I agree 10:50
Jeez if you’re gonna rip something off at least make it as good if not better.
It says nothing for the standard of Australian creativity that there are some people who actually rave about this spot.
No wonder we do so pathetically in international awards.
Sapporo supporter, you’re the same guy agreeing with yourself but pretending to be multiple bloggers, surely? Cos I don’t know anyone who agrees with you.
The Sapporo spot is a completely different idea. I don’t even think it has an idea.
They’re both ads demonstrating a hypothetical brewing process. That’s it.
There’s a million ads out there that written to this ‘exaggerated making of’ premise.
Hahn just happens to do it in a more enjoyable and creative way.
Give it up man, you’re looking desperate.
Now you guys at Mojo are getting really desperate.
Alot of different people posting here don’t like your ad at all. Accept it.
I personally have only posted 3 times (this being the third) so you’re assumption that it’s the same person who doesn’t like your ad is wishful thinking on your behalf.
Also you contradicted yourself.
You said:The Sapporo spot is a completely different idea. I don’t even think it has an idea.They’re both ads demonstrating a hypothetical brewing process. That’s it.
In this bumbling statement you say the Sapporo ad is a completely different idea and then you admit that they’re both the same idea with no idea. I (along with the many other individual posters here) would thoroughly agree with you.
If that’s not a big enough blunder you go on to make an bigger nana of yourself and say: There’s a million ads out there that written to this ‘exaggerated making of’ premise. Yes…. again we would all agree with you. That’s why we all keep saying it’s not original.
Listen mate let the PR guys at Mojo control the damage. You’re now collateral. Stick to wading through reels for inspiration. You’re good at that.
Er, no. You’re making a nana out of yourself by posting a spot that you are so tortuously trying to link to Hahn, based solely on the fact that they’re both for beer. The similarity ends there for the vast majority of posters here. How many people had even seen it before you dug it out of the archives. I don’t believe anyone is trawling creative sites to rip off a Dentsu spot.
As has been pointed out already further up the blog, you could cite Happiness Factory as being closer, or Skoda Cake, but it’s stiil a thousand miles apart.
My point is: this is a fresh take on a well trodden territory. And most people on this blog agree. You’re in a minority, deal with it.
You lost the argument when you resorted to your usual hater retort of ‘you guys at Mojo, yadda, yadda, yadda.’
I love this spot.
The guys over at Mojo set a high bar for television.
Nice production, nice moments, good entertainment. Well played!
5:42
1. I never dug this out of the archives some one else did.
2. No one mentioned the Sapporo spot earlier until they saw it (like me) and realized how similar they both are and, as you can see, a lot of ‘different’ people here agree.
3. I have no axe to grind with Mojo and to be honest I applaud the fact that you got this unusual (all be it copied) spot through research and persuaded the client to buy it. Well done. But IMO it’s wrong.
4. I also applaud the fact that you want to try different directors, however, I personally believe a Lance Kelleher or a Graham Burfoot (to name just a couple) would’ve done a much much better job.
5. Like someone said earlier: There’s been enough said about this spot and it’s really not that great to warrant any more discussion.
Lance Kelleher and Graham Burfoot?
Wow.
Pipe down Mr 80’s
Hey it’s an 80’s idea.
They’d be perfect.
8:43
Clint Eastwood is 81 winning best director and best films in the Academy. Same for Ridley Scott at 75.
So…..what are they?
So 60’s?
I bet you’ve seen all their recent films and loved them.
Hypocrite.
Geez 7.18 you are a massive tool. let it go, you lost.
On ya 7:18.
9:10 you are officially BUSTED!!!!!
wow – so average and done before ( about 5-6 years ago, this would have been hot) to warrant so much hype and dialogue – But I guess it’s different than most things on the telly.
I think it is great work. Funny.
Similar idea to this for Triumph Bikes – ?
http://www.youtube.com/watch?v=HKEuzxC4eGc&feature=player_embedded
Jim