Ads We Like: Steinlager creates kiwi-Japanese mash-up of 'Slice of Heaven'

Dave Dobbyn’s iconic hit song ‘Slice of Heaven’ has received a Japanese-inspired refresh in an uplifting campaign for Steinlager Tokyo Dry.

The ad, which was created by DDB New Zealand, features a mixture of contemporary and traditional music including Karoke, J-Pop and electro-pop with traditional instruments like the Shamisen and Taiko drums.

The ad aims to promote Steinlager’s Tokyo Dry, which mixes New Zealand ingredients with Japanese brewing techniques and pay tribute to the two nations behind the mix.

It also aims to capitalise on the growing interest among kiwis for all things Japanese in the lead-up to the Rugby World Cup, which will be held in Japan in September.

The remake of ‘Slice of Heaven’ was composed by Cam Ballantyne of Beatworms and has been endorsed by Dave Dobbyn.

Damon Stapleton, chief creative officer, DDB New Zealand, said,“’Slice of Heaven’ is an unmistakable Kiwi classic that still conjures so much feel-good, sing-a-long enthusiasm from New Zealanders young and old. We loved the idea of taking something so iconic and recreating it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.”

Dave Pearce, brand director of domestic beer & craft at Steinlager, said, “It’s been a lot of fun to take a tune that’s ingrained in all our minds and remake it in a way that presents it in a new and exciting form. Shooting the campaign in Tokyo allowed the team to do this in a really authentic, interesting way, and we had some great Japanese talent to work with to make this possible. This track perfectly embodies Tokyo Dry.”

The campaign will roll out across TV, cinema, digital and out-of-home channels.

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