Speight’s seeks bear for beer gig
Calling all ginger bears.
Speight’s is on the hunt for a red-haired frontman for its new Ginger Beer and it has given a glimpse into the casting so far.
The Lion-owned brand features a 30-second video on its Facebook page, showing ginger-haired hopefuls as they prepare to audition. (See video below)
Ex-Shortland St star Karl Burnett is among the contenders and is confident he has the competition in the bag until a ginger bear (literally) walks into the room.
A two-minute follow-up video reveals the auditions of the two main contenders with Mr Burnett using self-deprecating Kiwi humour.
Speight’s ad agency, DDB, says suggestions from fans on the Speight’s Facebook page have helped to shape the audition brief for the new face.
The agency says the casting director is specifically seeking an “outstanding Kiwi red-headed talent” to be featured in the upcoming advertising campaign.
But the casting director’s reaction suggests he already has a preferred frontrunner.
DDB chief creative director Chris Schofield says, “For Speight’s Ginger Beer, we’re gunning for a ginger bear as a frontman.
“There’s not much more to it than that. Except the bear’s fairly reluctant to take the gig, after being typecast for years in similar roles.
“The humour we’re going for in the campaign is dry, to reflect the brilliantly dry taste in the product itself.”
The campaign sends a strong signal that Speight’s long-standing association with masculinity is taking the backseat in favour of modest Kiwi humour.
DDB won the account late last year from Shine.
The Speight’s Ginger Beer victor will feature in a series of online videos and billboards nationwide from early December.
Campbell Gibson for NBR Food Industry Week
Fri, 05 Dec 2014
Fri, 05 Dec 2014
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Speight’s seeks bear for beer gig
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