Hahn gives Aussies ‘That Super Dry Taste’ in the latest campaign via Whybin\TBWA, Sydney
September 5 2013, 3:37 pm | | 34 Comments
Whybin\TBWA Sydney has launched a new campaign for Hahn Super Dry featuring two Aussie blokes at the bar stumped on how Hahn delivers ‘That Super Dry Taste’.
Whybin\TBWA Sydney won the prized account from Publicis Mojo in July of this year after a competitive pitch.
34 Comments
Clients get what they deserve
That really is a step backwards for that brand. Wallpaper.
i just watched it twice and it does really tell me why it’s dry. Brewed longer doesn’t really cut it.
Sooooo bad, burp.
How do you go from ‘Super Goes In’ to this shit! What the hell happened?
It reads like a clients brief.
Oh. I think I am beginning to understand now….
Quite like the himbo platform.
Clearly the client wanted a laundry list.
2 guys in pub
product process is hero
beer porn etc etc etc zzzzzzzzzzzz
give it to the monkeys.
Everything that’s wrong with clients, right there. They think that by putting across exactly what’s good about their product, it will sell. It won’t. People buy brands that move them, amuse them, or understand them. Not ones that lecture them. Clients get annoyed with agencies for trying to be creative, which they feel agencies are doing purely for their own benefit. We’re not. I really hope the clients read this, I don’t know if they do, maybe it’s just creatives.
I’m poorer for having watched this.
It did not give me even one compelling reason to drink this orange-coloured soda water.
Terrible.
Is it the same marketing team who bought ‘Super Goes In’?
This looks like every bad beer ad made since the invention of beer ads.
Jesus Christ who cares that it’s brewed longer?
So friggin what?
You’re only talking to yourselves.
Beer brands are badges in people’s hands.
Do you care where your fashion is made? Or how?
No you do not
Mojo’s gain is Whybin’s loss.
This spot is so bad it makes drinking your own urine a better choice than Hahn Dry.
All it lacks is an alien.
who directed this….. not good.
The head client deserves to be Tapped out for this!
Geddit!?
I always thought you needed 3 guys in a beer ad….one is an alcoholic, two are gay… Oh wait, maybe that explains everything?… “Longer”… That camera shot up the vas deferens…
more importantly, who wrote, sold and approved this?
@Hmmm
Different team. They are now all ex-Nestle.
Having personally worked on Lion for years on some of their biggest projects, and generally having respect and love for those guys, this is a genuine low point. Ever. It’s head scratchingly bad; like a send up that’s not a send up. In short, it’s been ‘Nestlefied.’ Guys- wake up at the wheel before it’s too late.
As I understand it, it was a pitch – where the final round was research.
And if you look at the script carefully, you’ll see it’s perfectly written for research. For those that don’t know how this works, here we go.
Branding up front. Tick.
Product shot. Tick.
Some sort of action point close to branding (this ups recognition scores). Tick.
Product explanation. Tick.
I would mark this down because it doesn’t have music. Music helps research scores.
All of this has absolutely bugger all to do with the punter by the way. It unfortunately is the industry that has been created for us.
I guess the question is – what would you do to get a beer brand in your agency?
Prostitute yourself, like Whybin’s obviously did.
Urghhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh
that is all.
From what I heard, it wasn’t much of a pitch – Tapper worked with Bowman in the past, and no other agencies were in the running- so I’m not convinced that this was a research-driven decision…
Either way, it’s a new low. Marketers who let research companies make their decisions deserve to be slated on this blog, and then some. And agencies who create turkeys to win business are unlikely to hold it for long.
Lets all remember that Guinness ‘Surfer’ was produced against the direct advice of Millward Brown. Here’s to you, brave marketer.
The ads were Link Tested.
We are very proud of the results.
I hope the only way this was created was after many, many fights instigated by the agency as to why the client shouldn’t make it. Only excuse.
Shit all over.
Dear Lion, Whybins and research company. You’re not selling beer, you’re selling dreams FFS. This should be news to no-one, yet you insult us with this unmitigated baloney. My hatred for this knows no bounds. I want to get drunk and have amazing things happen to me, not sup spastic on a tepid, flat, stale cup of wee. Congratulations team, on perfecting the process of extracting every last drop of excitement from my favourite pass-time. The production of this commercial has actually made beer-drinking a less rich experience for everyone, even people who haven’t seen it. Quite an achievement .
I sincerely hope the client reads this thread
Brewed longer?
Still tastes insipid.
Just like the spot.
I hear Lion are now Link testing their ads.
This is the rubbish result.
Function over emotion wins every time.
Sad for a client who previously did good work on this brand.