Lion’s Tap King and entertainment icon Lionel Richie says ‘Hello’ in a new campaign via BMF
Australia’s largest beer brewer, Lion will feature entertainment icon Lionel Richie in a television commercial via BMF, to support the launch of Tap King – a new draught beer dispenser system that allows beer lovers to pour refreshing draught beer at home.
The TVC shows a beer lover’s journey as he stares longingly into the fridge. Soon after, Richie’s classic hit ‘Hello’ begins playing and as the drinker looks closer into the fridge, the singer is revealed. Richie continues to sing as he unveils Tap King and then pours the perfect draught beer for the leading man – just what he has ‘been looking for’.
The TVC, shot by Steve Rogers at Revolver, was filmed on a custom-built set in Los Angeles over four days and will go to air from July.
In addition to the TVC, Lion will support the launch of Tap King with an extensive marketing
campaign which includes outdoor, digital, PR and an internal advocacy program.
A key component of the digital campaign is a series of short, witty videos featuring Australian
comedian and former Chaser personality, Charles Firth, developed by The White Agency. The video content will be distributed via Facebook, YouTube and seeded online during the coming months.
Says Matt Tapper, Lion’s national marketing director: “Lion is currently pursuing a path of enriching the beer category through innovation and Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home. Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home.
“It was a coup to secure well-known performer Lionel Richie and the creative execution is a perfect introduction to Tap King. The irreverent tone and the surprising creative brings to life the exciting moment when a beer-lover realises he can now enjoy his favourite brew as a quality draught beer at home.
“We’re also excited by the fact that Tap King offers more choice for people enjoying our beers at home. It supports our commitment to developing and promoting better quality beer experiences for all beer drinkers – a trend which has already been shown by our continued investment in craft beers and mid-strength beer, such as XXXX GOLD.”
Client – Lion
Creative – BMF
PR – Res Publica
Digital – The White Agency
In-store merchandise & POS – Momentum Worldwide Sydney and Visy
Internal Launch – Momentum Worldwide Sydney
Media and Network Integration – ZenithOptimedia
Brand Identity – Energi
28 Comments
…and all I got was this crappy ad.
That’s genious (sic). Well done on getting Ritchie to do it, really funny.
About time a beer ad that actually makes you fell like trying the product.
Nice. But times must be tough at Lion when the National Marketing Manager has to play lead supprting role talent in his own ad!
Funny. I like it.
Tidy work Booker!
Nice work fellas.
Hg
Gold, as much as I like this, it will be loved 10 x by the average aussie beer drinker. Well done Lion, about time you did something creative.
Nice one dudes.
Extremely weak strategically and completely devoid of an idea.
Well done. I think the punters will love it!
Put a smile on my face, which isn’t easy to do.
meh. some great comments by BMF though
Look, it gets a giggle on a first view, but does it really explain or sell a home draught beer dispensing device for various Lion brand beers? That in itself is quite a neat invention. Yes folks, that’s what this ad is about, apparently. Is it just possible Lionel overshadows that message?
Don’t work at BMF, don’t like Lionel Richie (or his adopted daughter) but found this freaking hilarious. And the funniest / strangest beer commercial I’ve seen in Aus for a damn while, including beer chase etc.
Fuck you 2:41pm, you’re in the minority. This will pick up.
Except the 700 logos on the endframe, this is pretty much my perfect ideal for an ad.
Credits?
I sent it around the office. We kill it in the booze category globally.
Proud Aussie.
I love it!
Old CD guy
Is there really that much to explain?It’s a tap. In your fridge. Beer comes out. Lovely cold frothy beer.
It’s funny, the target market will love it. Job Well done.
PS lighten up, you’ll live longer.
Dear 9:59. The fact that another blogger complained that there are too many logos in the end frame seems to suggest that he/she didn’t get that these are the brands you can pour with your Tap King. That’s the only explanation the ad offers, and yet looks like an afterthought. My point is that it’s not enough for an ad to get a laugh. Surely it has to communicate a clear message.
Oh look lol it’s Lionel Richie. And some new beer stuff by someone. They must sell it somewhere. Garn pass me a stubbie would ya love.
dear old CD guy
You can’t pander to the lowest common denominator. That’s one mouth breather who didn’t get it out of 21.
With all due respect, you must have been a real pain in the ass to work for, and it’s probably good for everyone concerned that you’re doing whatever it is you do now. When I’m out of the game there’s no way I’ll be spending any time on this blog, you should find a hobby.
Hey, I think this is quite good. Seen a few,”looking through a refrigerator”, ads lately but this is the best of them. Sure beats that drink dispenser ad that has found the cure for world peace. Could you imagine the world if Coke put those machines between say Israel and Palestine, or Iraq and Iran, or the Shites and the Sunnies, or New Zealand and Australia, or Lakemba and Mosman, or Julia and Kevin, or Eddie and Goodsy, or Singo and Gai, or Katie and Russell. Fucking hell it’s that easy.
I complained about the 700 logos on the end frame. Yes I got what they were there for. I also get in this day and age, the role of the Internet and PR for communicating shit you don’t need to jam into a TV ad.
To use an expression from your days (how old are you to he considered an old CD guy, 36?) if I throw seven balls at you, how many will you catch?
Good tv shouldn’t be shat upon by people who should be playing golf in the Bahamas… Unless they want to change their moniker to ‘Unsuccessful Old CD guy’.
With love,
12:41
Like.
Nicely done chaps.
it’s ok, nothing too special though I wouldn’t have thought.
is anyone else wondering why this took 4 days to shoot??
Funny. Brilliant. I’m getting one.