The three things that define the newly released Castle Lite Dancing Yeti television commercial – extra cold refreshment, fun and cool – is a break from traditional ‘beer advertising’, says conceptualiser, The Jupiter Drawing Room (TJDR) Johannesburg.
TJDR (Johannesburg) chief creative officer Brad Reilly explains that the new advertising campaign, that combines a more surprising “exotic” element (a dancing yeti) with local spice (the yeti performs a well-known South African jive – the manyisa), engages Castle Lite’s target market in a fresh way.
“It seems that nowadays most brands are going after the ‘black middle-class achiever guy’ and the ads tend to merely mirror his aspirations, resulting in a lot of ‘me too’ communication,” said Reilly. “What we wanted to do was inject a bit of fun and smarts into this strategy to build an extrinsic differentiation onto Castle Lite’s solid extra-cold platform.” This lightness and sense of fun is not foreign to the brand, with the mould-breaking Vanilla Ice commercial paving the way for it.
“I must commend a brave client for walking this road with us to create work that we believe has taken the leap from a sound strategic platform to a differentiated creative idea that won’t go unnoticed,” notes Reilly.
Julian Coulter, Castle Lite GM, added: “Castle Lite is a brand that’s looking to continually evolve and challenge the norm. We are delighted with the result of the most recent collaboration with TJDR (Johannesburg) that brings the feeling of Castle Lite’s unique extra cold refreshment messaging to life for consumers with a creative idea that’s compelling, and one that we hope will break through the significant amount of advertising clutter over the holiday period.”
TJDR (Johannesburg) was awarded the Castle Lite advertising contract in December 2010,
and at the time described the brand as bold and open to brave campaigns. SAB appointed TJDR (Johannesburg) because the brewery giant’s objective was to propel Castle Lite in a new creative direction.
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