Speight's celebrates modern Kiwi mateship in newly launched brand campaign via DDB NZ

_DSC0617 (1).jpgBeer ads have a long history of showing guys enjoying a brew, often at the expense of everything else. Spouses, commitments and those less worthy have often been fodder for blokey heroes who earn their beer through some feat of strength, cunning, comedy or a combination of the three.
    
The decision to get away from those well-worn tropes provided an opportunity for Speight's, which today launched a new brand campaign headlined by an unexpectedly heartwarming spot titled 'The Dance' created by DDB New Zealand.

A two-minute epic follows the story of two workmates who seem to be teaching each other to dance. We meet their wider group of mates, who stay after work to offer unsought critique. Mastering dancing quickly becomes their group project, and they approach it with the same laconic attitude you'd expect at Thursday night training for the 3rd-division social footy team.

VIEW THE SPOT
_DSC0717.jpgThe reveal hits home when we finally see our hero, Simon on his wedding day, surprising his new wife Tammy with a perfect dance routine while his mates look proudly on.

DDB NZ executive creative director, Shane Bradnick, says the new campaign introduces a modern approach to the values Speight's has_DSC1407.jpg always stood for, and the iconic 'Good on Ya Mate' tagline has made a return for the first time in a number of years.

Says Bradnick: "The balance we've tried to strike is a modern interpretation of Speight's traditional values of mateship and willingness to go above and beyond. It's a continuation of the story Speight's has been telling for years and we hope it inspires Kiwi mates to be proud of_DSC1500.jpg those moments they go the extra mile for each other, regardless of the sacrifice required,"

Says Rory McKechnie, creative director, DDB NZ: "The truth that mates will do anything for each other is a very genuine thought, but it hasn't always been portrayed that way. We wanted to get away from the over-the-top caricatures typical in_DSC1533.jpg beer advertising, and bring that idea to life in a more real way."

National marketing director at Lion, Craig Baldie says the reinstatement of the 'Good on Ya Mate' tagline was about building a new tradition for a modern audience.

Says Baldie: "_DSC2568.jpgA fresh approach to our core beliefs was the perfect way to showcase mateship, a value that has stuck with Speight's through various ages and stages. There are some things you can only ask a mate for help with, 'The Dance' reimagines an age-old tradition of mates sacrificing for mates through challenging times - we're very excited to see how Kiwi audiences respond to it."

Director Steve Ayson says it was exciting to explore the iconic Speight's world in this contemporary way with his mates at DDB.

Says Ayson: "Dancing in front of people carries the same amount of tension for most kiwi men as public speaking in the nude. It's a manly trait to know everything about anything...or at least think you know. So my attraction to this project was the opportunity to study a group of blokes sharing their self-elevated knowledge about dance in the same way they might debate and analyse sport."

The new campaign rolls out with 6",15", 60" and 120" versions on film, online, digital and OOH

National Marketing Director: Craig Baldie
Category Marketing & Sponsorship Director - Beer: Ben Wheeler
Marketing Manager Mainstream Beer: Jane Dempsey
Brand Manager Mainstream Beer: Geoff Kidd
Assistant Brand Manager Mainstream Beer: Gen Brown

Creative Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Art Director: Zac Lancaster
Senior Account Director: Jennifer Travers
Account Manager: Michael Doolan
Executive Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior Agency Producer: Samantha Royal

Production Company: The Sweet Shop
Executive Producer: Fiona King
Producer: Larisa Tiffin
Director: Steve Ayson
DOP: Lachlan Milne
Editor: Simon Price
Edit House: ARC EDIT
Grade: Trish Cahill
Post Production Company: Perceptual Engineering
Soundtrack/composer/Music: Jonathan Mihaljevich, Franklin Road

30 Comments

Jealous. said:

I wish I'd made this. Well done.

love said:

it

Onya DDB said:

This gave me a tiny shiver.

ABSOLUTELY said:

LOVE IT

HG said:

Great to see an iconic kiwi beer put a modern twist on one of the great kiwi campaigns.
Well done DDB. #prideofthenorth

Groucho said:


If you don’t love it check your pulse, you’re most likely dead.

AG said:

This is such a special spot. LOVE it.

Two left feet said:

A bit too reminiscent of Spark Big Tony

Kiwi in Aus said:

I thought the guy had been in a workplace accident and he was learning to walk (dance) again...

I need a beer.

EZ GEGE said:

This is GREAT

Zeppo said:

awesomeness from across the ditch (again)

mike said:

Lovely. Hat tip to all involved.

Copy Desk said:

What a great spot. Original story and beautifully told. Hows about the guy in the crowd singing along to the song at the wedding? That guy's what it's all about. In a world of samey-same montages it's great to have a narrative. Characters you can invest in, not a message being shoved down your throat. Good.

Absolutely.... said:

superb.

DK said:

Superb. Great song.

Brotown said:

Beautiful looking spot, some cute little moments but there's no surprise, no twist. No idea.

Well Done said:

Rory & Shane & Zac

Groucho said:

@Brotown if you can’t spot an idea in this you need to get a proper job.

Win said:

Yeah. This is good.
Emotional. Real.
I dig it a lot

Jane said:

Love it Rory, well done.

I'm a bloke said:

and I nearly cried a little. Nearly. Brilliant spot.

Dave & Gary said:

Can't wait to watch the full length feature film, beautiful movement from the actors. Nice owl.

I'd rather watch paint dry said:

I fell asleep. Twice.

yep said:

like it

I wish said:

I had done this. Awesome work DDB. Nailed it.

great just great said:

Hey content creators
Hey nimble video productions

This is called story
Each shot is there for a reason

Aw shut bro said:

So these macho blokes, you think they're being all gay and stuff, trying to learn how to dance, but at the end it's ok 'coz they're not gay, hey bro.

This isn't expressing male sensitivity at all, just reinforcing stereotypes.

Cam Scott said:

Good on ya mate!

Jason said:

This is phenomenal.

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