Beer ads had always been all for the boys. They had almost always been funny. Then beer decided to spread its wings. “Diverse” (sorry for the cliché) characters began making cameo appearances. The ads weren’t always humorous either.
Balter Brewers and Deloitte Digital Creative NZ are bringing funny back. Having a wonderful dig at the “diversity” attempts of its competitors. While also making itself the beer for everyone.
We Love Good Beer passes the microphone from the types of people you normally see starring beer ads, to those who are usually relegated to playing the extras. And turns the classic beer ad jingle into a two-minute song.
Stirling Howland, brand director and co-founder, Balter Brewing Company, stated, “This spot is full of the kinds of people we see drinking Balter all across the country. So it’s not really an ad, it’s more of an extremely short documentary, and our hope is that everyone in Australia feels they can identify with someone in it.”
Tom Darlow, creative director at Deloitte Creative, added, “I’d like to think we haven’t actually done anything special here. We just looked at the kind of people who already love Balter, and then invited them to sing about it.”
3x World Surfing Champion and co-owner of Balter, Mick Fanning, commented, “They could have autotuned me or something at least. I mean, come on.”
There’s also this quick, fun spot, that underlines Balter’s maverick spirit:
Rather than competing for the same audience as every other beer brand, the campaign is designed to reach beer drinking audiences that advertising normally overlooks – equestrian clubs, homewares enthusiasts, gaming showcases, and hair & beauty communities through direct, online and above the line media. And that extends to includes sponsorships. Supporting the campaign is the Palm Beach Women’s Soccer Club, who have been sponsored for the season by Balter XPA, and further overlooked sponsorship opportunities will be announced in the months ahead.
Credits:
Client: Balter
Brand Director & Co-Founder: Stirling Howland
Art Director: Ben Trueman
Marketing Coordinator: Mia Adams
Agency: Deloitte Digital Creative
APAC Chief Creative Officer: Matt Lawson
NZ Chief Creative Officer: Dan Wright
Creative Director: Thomas Darlow
Senior Art Director: Harry Skelton
Senior Copywriter: Erin Mattingly
Account Service: Abbi Barker & Alex Peacock
Producer: Phil Liefting
Production Company: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Executive Producer: Andrew McLean
DOP: Marty Williams
Editor: Dan Kircher
Post Production: Stuart Bedford (Online), Matic Prusnik (Grade)
Audio: Liquid Studios
Sound Director: Peter Van der fluit
Sound Designer: Craig Matuschka
Executive Producer: Tamara O’Neill
