The new brand campaign with a 60-second television and cinema commercial hit our screens both TV and cinemas this Sunday July 22 countrywide.
According to the advertising agency OwenKessel, the advert tells the story of a boxer, Vuyo Dabula as Thapelo ‘Tick Tock’ Mokoena, and the community that supports him as he learns to take his time and rediscover the joy of boxing, setting him on the path to a glorious comeback.
Boxing has a long and established tradition in SA producing some of the greatest stories we have in sport. It is one discipline that has transcended most divides and provides the perfect backdrop to a story like ours, says TWIGA Communication the PR for Amstel Lager, after been asked what was the objective for opting for boxing was?
The story is a celebration of taking your time to do something the right way. Together, the community and ‘Tick Tock’ rediscover how to enjoy their task as they take their time to get back on the path to victory.
The advert was shot in Jozi and Soweto.
Interestingly, “Tick Tock” fights against real life world champ Isaac ‘Golden Boy’ Chilemba in the title fight sequence.
Adding to the atmosphere is the soundtrack “Crystalised” by platinum-selling British band “The xx”, which was re-recorded and enhanced in South Africa to bring a unique voice to the story.
“We are proud to tell the story of Thapelo ‘Tick Tock’ Mokoena as it emphasises Amstel Lager’s character. We believe that when you take your time, things do get better. Just like Amstel Lager, which is ‘slow brewed, extra matured’,” says DiederikVos, Marketing Manager.
“The TV ad confirms the brand’s distinction from other beers and the film’s world-class production projects the brand’s premiumness.”
Shot over some months, the campaign includes both 60” and 30” length commercials. It will air on SABC 1, 2 and 3, eTV, DSTV and cinemas.
Additional content will be available online for consumers to explore the characters and community through short films on the Amstel Facebook page in the weeks following the campaign launch. http://www.facebook.com/AmstelLager
Meanwhile, Amstel Lager is also sponsoring the Mbombela Music Festival taking place next week July 28 at Mbombela Stadium. Celebrated artists such as Big Nuz, Khulu Chana, TKZee, amongst others will be performing.
Tickets for Nelspruit are available from Ticketbreak – www.ticketbreak.co.za and Sneakers Edition outlets in Riverside, Ilanga and Promenade malls.
Pre-sale ticket R70, R100 at the gate.