Mac’s tries to find the right kind of interesting in latest campaign via DDB Group Aotearoa
Beloved Kiwi beer brand Mac’s is poised to captivate audiences with a new brand campaign created in partnership with DDB Group Aotearoa.
Mac’s ‘The Right Kind of Interesting’ follows one man’s burning desire to break free from the status quo. Viewers are taken on a journey as he jostles between whether to own a pet snake or choose a more interesting beer.
Ultimately, the beer wins and he reaches for a Mac’s – a beer that offers up something more interesting than your usual beer choices.
The campaign is a fun and playful take on Mac’s being the beer that’s the “right kind of interesting” with its unique branding and range; hitting the sweet spot of ‘interesting’ without crossing the line into outrageous or unrelatable that would alienate green bottle beer drinkers.
Given New Zealand’s strict “No Snakes Please” stance, to bring the TVC to life, Coco and Muffin were flown in from the USA. The 20kg rubber snakes are no strangers to the big screen having featured in films such as 300, Shutter Island and True Grit.
Says Alison Futcher, senior brand manager for Mac’s at Lion New Zealand: “We’re thrilled to launch ‘Mac’s – The Right Kind of Interesting’. Mac’s is a serious craft beer brand that also prides itself on being accessible to the masses; offering a reliable and safe step-up into the diverse and awesome world of craft. So, the campaign is dedicated to premium green bottle drinkers who might be up for something a bit different, by giving them a gentle nudge in the right direction.”
Says Rory McKechnie, executive creative director at DDB Group Aotearoa: “The craft category can feel overly complicated, which is off putting to many green bottle drinkers. With its unique humour, ‘Mac’s – The Right Kind of Interesting’ perfectly positions itself as the approachable beer that connects green bottle drinkers to the world of craft.”
‘Mac’s – The Right Kind of Interesting’ will appear across TV, cinema, outdoor, digital/web, and social.
Lion New Zealand:
Craig Baldie: Lion Managing Director
Jeremy Meech: Brand Director – Beer
Alison Futcher: Mac’s Senior Brand Manager
Adam Daysh: Lion Connections Director
Hayley Pardoe: Lion Creative Strategist
Ella Fairley: Lion Connections Lead
Agency: DDB Group Aotearoa
Production Company: FINCH
Executive Producer: Bex Kelly
Producer: Jimena Murray
Director: Alex Roberts
DOP: Marty Williams
Post Production Company: FINCH
Post Production online: FINCH and DDB
Editor: Julian Curran
Sound Editor: Miller Yule
Music: Bomfunk MC’s ‘Freestyler’
Music Supervision: Franklin Road
Media Agency: EssenceMediacom
12 Comments
Great stuff DDB.
made me chuckle
That’s shite. A long way from funny.
This is from the same agency that did the Speight’s dance ad a few years back?
Wish they gave you more cash to really make something of it. Would love to see the stretch of the platform. Super fun. Well done.
shitness
Poor old Macs. NZ’s original craft beer, a true original and a decent drop as well. And this flaccid exercise in distraction. The key idea I get from this work – Rudderless. Still, at least they’re not claiming they were the beer behind the Springbok protests.
A smart positioning as the entry point for traditional beer drinkers who might be curious about a different kind of beer. It won’t appeal to the old skool die-hard green bottle drinkers, nor the craft-loving hipsters. But the ones in the middle – yeah I reckon it just might tempt them. Nice idea – execution feels a tiny bit stiff though.
Smart positioning? The default choice for people sick of feeling so dull. & FYI – ‘Traditional beer drinkers’ have tried Macs before, probably in the 80s. So, maybe Macs is a lifeboat for traditional beer drinkers too ashamed to be seen holding a Speights? I mean, this even makes those excrable ‘Music to your mouth’ ads look OK.
Good bitta whacky which lands perfectly. Nice
Nice work Team DDB.
https://www.youtube.com/watch?v=oP0DaZBmwQI