Speights breaks with beer ad traditions in new campaign: The Dance
New Zealand beer brand Speights has broken with beer ad tradition and taken to the dancefloor with a heartwarming new campaign.
Speights takes a new approach to beer advertising with The Dance
The two-minute film, called The Dance’, follows two workmates, as one teaches the other to dance. The ad also features other workmates, who provide critique on the men’s style and dance moves.
The ad aims to break with the brand’s history of creating “blokey heroes” in their ads which have seen men earn a well-deserved beer through feats of strength, cunning, comedy – or a combination of all three.
In ‘The Dance’ Speights showcases mateship, hard work and love, as well as reintroducing the brand’s iconic tagline, Good on Ya Mate’.
The campaign was created by DDB NZ and directed by Steve Ayson. It will run across film, online, digital and OOH.
Craig Baldie, national marketing director at Lion, said, “A 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.”
DDB NZ creative director Rory McKechnie, said, “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 beer advertising and bring that idea to life in a more real way.”
