Putting the “super” in Australian beer, Hahn SuperDry, is a complicated and arduous task, according to a gloriously purile new spot written by Publicis Mojo Sydney and shot by Tom Kuntz through MJZ . Thankfully the process is also highly entertaining…
For maximum superness, grain is “filtered” through a huge speaker system, bashed by body builders, exposed to much Bruce Lee footage, before being brewed in close proximity to a revving monster truck, piped through a drum kit and over a stack of sporting trophies to be stored in a huge vat sporting an enormous sequined Elvis-style rhinestone jacket. Then it’s pumped to a seemingly unreachable beer tap just outside the factory where a suited gent awaits (in a hovering helicopter) ready to pour a pint and give it the thumbs up – displaying a joyous enthusiasm never quite reached by the man from Del Monte.
Agency: Publicis Mojo Sydney
Executive creative director: Micah Walker
Strategy: Graham Ritchie, Nicole Milward
Writer: Justine Armour
Art director: Ruth Bellotti
Agency producer: Adrian Shapiro
Director: Tom Kuntz
Production company: MJZ
Producer: Scott Kaplan
Editor: Gavin Cutler @MacKenzie Cutler
Visual effects: Eight VFX
Sound design: Simon Lister @Nylon Studios
Music supervisor: Karl Richter @Level 2
Client: Lion Nathan
CR in Print
Thanks for reading the CR Blog but if you’re not also reading Creative Review in print, you’re missing out.
The June issue of CR features a major retrospective on BBH and a profile piece on the agency’s founder, Sir John Hegarty. Plus, we have a beautiful photographic project from Jenny van Sommers, a discussion on how illustrators can maintain a long-term career, all the usual discussion and debate in Crit plus our Graduate Guide packed with advice for this year’s college leavers.
If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30%.