Steinlager Pure debuts latest ‘Keep it Pure’ advertising campaign via DDB New Zealand
For the past seven years Steinlager Pure’s Keep It Pure campaign has celebrated New Zealand’s independence, originality and its uncompromising hunger for excellence as seen through the eyes of internationally acclaimed film stars.
To evolve the campaign and give it a fresh take Lion and DDB Group NZ collaborated with local talent Taika Waititi, who directs and stars in his unique interpretation of what it means to Keep It Pure.
Agency: DDB Group New Zealand
Client: Lion Nathan
Executive Creative Director: Andy Fackrell
Creative Director: Chris Schofield
Art Director: Damian Galvin
Copywriter: Rory McKechnie
Head of Television: Judy Thompson
Agency Producer: Kim Baldwinson/Pip Mayne
Managing Partner: Scott Wallace
Account Manager: Jonathan Rea
Production Company: Curious
Director: Taika Waititi
Producer: Matt Noonan
DoP: John Lindley
Editor: Luke Haigh
Visual Effects: Curious Post
Music: Liquid Studios
Sound Design: Jon Cooper at Coopers FR
Beer Marketing and Sponsorship Director: Danny Philips
Steinlager Marketing Manager: Todd Gordon
Steinlager Assistant Brand Manager: Janna Tipler
32 Comments
only mojo will enjoy watching that
Moro. Now this. I take it DDB’s new tone of voice for everything they do is ironic.
My god he’s hot
It’s funny. Genuinely. Brave move by Steinlager. Annoying DDB have nailed it.
It’s like ‘Whose Line Is Is Anyway?
Clive Anderson: “In this round the teams will perform a commercial for one brand in the style of another. The first team to go will act out a Steinlager Pure ad in the style of 2Degrees”.
Love it. As a kiwi living in aussie, its nice to finally see a funny NZ beer ad! Brave, good work.
shabby work on the last bottle shot
A 2 degrees rip off with worse comic timing.
Like
i didn’t know 42 below were doing beer
@continuity – I think he was meant to miss catching the bottle.
It’s cut weird. Stoppy starty could be funnier-y.
@bummer,
What a gay name you have.
Moa scene and bottle slide very good.
Funny, but average and not right for Pure. Or has Pure gone all middle of the road/mainstream?
It’s flat-out lame. Not even funny. Did a committee of lawyers write it?
a good humoured NZ beer ad, with some sort of message in it – sick of slap-stick ads with no real message, or shit so serious it takes the fun out of beer. A big departure away from where Pure had been, but fuck me at least it is removed the carrot from its arse.
When i first saw it on Sunday night, it was so-so. Upon reflection and a few additional watches its pretty good. A few of the gags could of been a little stronger but overall a good move on from the three previous spots.
Really shows why people normally don’t direct and star in their own ads. Has potential but does nothing.
I think it is hilarious. Love the fro bit at the end. Well done all.
it’s kinda funny – the ending and bottle slide scenes work however the rest of it is very very clunky. Looks like it could have been way funnier and have better production values if he didn’t direct it himself
a shitter that pokes out of the water breifly at bottle slide and afro gag
OK, so they’ve tried hard to bring irony into a brand that doesn’t have any and only managed to hit self-referential cynicism. Problem is the ad doesn’t leave you feeling good. it leaves you feeling empty. Unlike a 2 degrees tone, you’re not laughing with, you’re being told to laugh at because rather than undermine a stereotype, they’ve ended up diminishing themselves – there is a difference. Lasting impression – what a crock this whole Pure thing has been. I figure this will track about as well as the last one and vanish from our screens just as fast. At least it wasn’t as expensive in terms of post by the look of things.
Agree it’s cross between 2 degrees and 42 below humour – but not quite nailing it, and yes reminds me a lot of that moro guy. I think they’ve really cheapened the brand too – compared to the classy stuff they’ve done in the past, this is very disappointing. Makes me not want to buy the beer now, feels a bit tacky?
they did shoot it in LA for no apparent reason – hey nice if you can.
Almost as good as an Aussie beer ad, about time too.
Congrats DDB.
Funny. But it’s a Tui ad. Pure stands for something more than this. Sell it to Saatchis.
Bad editing, bad acting and not funny.
It made me laugh even though I didn’t want to. Great ending.
And it’s Taika, kiwis will love it.
Lighten up dicks. It’s funny.
And yes it might be a little like 2degrees and 42 Below, and maybe like all of Taika’s previous comedy work too. Or I guess you could call it modern kwii humour?
Inspired choice of talent and director.
Listening to this from overseas, all we can hear is a bunch of jealous little bitches whimpering in their hobbit holes. I can just imagine all the pain you pussys gave to Hillary when he came back from Everest. Its a wonder you accomplish anything.