Tui Brewery plumbs unsuspecting mate's house with beer in new 'Always Something Brewing' campaign via Saatchi & Saatchi New Zealand

tui4.jpgTui Brewery, Saatchi & Saatchi NZ and five keen lads have teamed up and brewed a special surprise for a good mate - by plumbing his whole house with icy cold Tui beer.
 
It took months of planning, a team of the brewery's best beer technicians, an up-for-it plumber, 14 cameras, a heap of kept secrets and a generous helping of fresh Tui beer to turn a house-load of everyday taps into a dream come true.

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tui1.jpgSays Corey Chalmers, creative director: "Tui drinkers are schemers, clever buggers and like a laugh.  We also know they don't buy into bullshit so we needed to be totally authentic. We one hundred percent did this for real, and it shows. Luckily, our hero Russ was a master hardcase bugger himself so tui2.jpgonce the deed was done, he was completely into the idea."
 
Says William Papesch, Tui marketing manager: "At the Tui Brewery, there's always something brewing, and when we're not making a quality drop our mission is to give the boys ingenious ways to get together tui3.jpgfor a few beers. Like all great plans, we're stoked how well it all came together and we couldn't have asked for a better bunch of guys to bring it to life. Even if we now don't have fingernails after a hair-raising shoot."
 
Says Guy Roberts, creative director: "It went without a hitch, although the plumber did have to make sure it was properly connected so we didn't feed beer back into the city water supply!"
 
The campaign launched via YouTube on Sept 17, gaining nearly four million views in its first 48 hours and huge attention from the world media. Multiple versions include a seven-minute version for the whole story, a 90 second edit, with 90, 60 and 15 second TVCs to follow. The campaign includes extensive social media support, billboards, POS, online and GWP promotions.

Client: DB Breweries
Jarrod Bear - Group Marketing Manager
William Papesch - Tui Marketing Manager
Mike Rutledge - Tui Brand Manager
Agency: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Creative Directors/Creative Team: Corey Chalmers, Guy Roberts
Agency Producer: Anna Kennedy
Account Team: Paul Wilson, Marcelle Baker, Jonathan Bates, Willie Lyons
Planning Team: Murray Streets, Ian Hulme
Production company: 8com
Director: Andy Morton
Executive Producer: Katie Millington
D.O.P: Aaron Morton
Editor: Dan Kircher
Sound Design: Franklin Road
Post Production: Blockhead
Media Agency: Spark phdiq
Digital Agency: Union Digital
Seeding Agency: Giant Media and Porter Novelli International
Public Relations: Porter Novelli

15 Comments

I want to said:

Believe.

Yeah Writer said:

Love. Great work guys.

Al said:

Really nice work.

aezthzdgnzdgb said:

It's a shame it felt fake because they overplayed it, but man, that video wall all over the web. Over 3 million views. Nice work fellas.

@aezthzdgnzdgb said:

What? you mean as fake as that sorry piece of shit that DDB did for Crafty Beggars?

aezthzdgnzdgb said:

Don't get me wrong, I like it a lot. It's just that some hammy acting, jokes getting too many fake laughs and a LOT of tui logos made it quickly feel like it was an ad. Had that not been the case a lot of the 'fake' and 'bullshit! It's a viral ad campaign' comments on youtube would have got this shared even more. Isn't the point of these to make these as real as possible? Attacking another campaign to state your case does nothing to help your end of the discussion.

Harry. said:

no more candid camera. please.

@aezthzdgnzdgb said said:

It's real dummy unlike the Crappy Beggars stuff! Fake billboards! Check the views idiot.

@aezthzdgnzdgb said: said:

Ohhhhhhhh! aezthzdgnzdgb means DDB:)

Kinda said:

Fell flat for me. Big build up and then it ended a bit meh.

Like lighting a giant sky rocket with a tiny explosion.

Nice guy said:

Simple and awesome. Nice work Guy and Corey.

really... said:

How many beer ads do we need with boring stereotypical kiwi blokie jokes, one trick punchline, not even funny, yawn....

hayden said:

Look, fake or not, in my view its a great shift in focus for Tui. Yeah it can feel a bit overplayed, but this is getting back to the type of work Tui should be doing, and I bet the target love it (3m + views says so) Nice one, more please...

okay once and for all said said:

For the dummies who are over analysing this, who can't see that these guys are just super excited, especially because they are involved with something that is going to be a hit on youtube, 3 million plus hits I might add, of course its gonna look corky, they are not actors so they will show their true emotions, which are uncontrollable with such a stunt,

I've just over analysed this haven't I? LOL.

Positive Percy said:

This is super smart, and that guy's beard was amazing x

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