Now this is something special if you ask me. Amstel Lager are launching a new brand campaign with a 60-second television and cinema commercial on this week Sunday (the 22nd of July). The advert will be aired on all major TV stations across the country.
The advert tells the story of boxer, Thapelo ‘Tick Tock’ Mokoena, and the community that supports him as he learns to take his time and rediscover the joy of boxing, setting him on the path to a glorious comeback. The story is a celebration of taking your time to do something the right way. Together, the community and ‘Tick Tock’ rediscover how to enjoy their task as they take their time to get back on the path to victory.
Owen Kessel created the TV advert for Amstel and it was directed by Greg Gray of Velocity Films. The new advert was shot at iconic locations around Johannesburg. And what would a TV advert be without a soundtrack? “Crystalised” by platinum-selling British band “The xx” was re-recorded and enhanced in South Africa to bring a unique voice to the story to bring added atmosphere to the advert.
The story of Thapelo ‘Tick Tock’ Mokoena fits in perfectly with Amstel Lager’s character. It emphasizes the fact that if “if you take your time, things do get better.” It echoes the Amstel Lager slogan “Slow Brewed. Extra Matured” if you ask me. The TV ad confirms the brand’s distinction from other beers and the film’s world-class production projects the brand’s premiumness.
No communication should enter the world without a great insight. In Africa they say it takes a village to raise a child or in this case, a man, and this Amstel Lager story is an iconic and engrossing telling of that insight. It is the community that inspires and teaches our young boxer that taking your time is not only more rewarding, but also more enjoyable. The widely anticipated campaign includes both 60 second and 30 second length commercials.
The TV Advert will air on SABC 1, 2 and 3, eTV, DSTV and cinemas nationwide from July 22, 2012. Additional content will be available online for consumers to explore the characters and community through short films on the Amstel Facebook page in the weeks following the campaign launch. Watch the commercial and additional content at http://www.facebook.com/AmstelLager
The 2 minute version of the advert was aired on YouTube this morning, check it out below:
If you ask me, this TV advert is one of the coolest adverts ever to come out of South Africa. I get the idea that the makers of this advert really put a lot of effort into it. It looks like they “Took their time” with this advert. I’m truly impressed. What do you think of this advert? Drop a comment on this post and let the readers of Running Wolf’s Rant know, feedback is appreciated and welcome here.
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