The real you

Finweek English Edition - - Advertising&marketing -

A GROUP OF YUP­PIES are be­ing their manic, angst-rid­den, high-pres­sured selves in an up-mar­ket cor­po­rate bar filled with airkiss­ing trendies. Or, al­ter­na­tively, at a snazzy so­cial event. But they aren’t true to their real, comfortable per­sonas. Un­til they have a sip of Miller Gen­uine Draft. Where­upon their lap­tops, cell­phones and other ac­cou­trements of fast liv­ing turn to wa­ter and splash away, leav­ing them un­en­cum­bered and free to en­joy life. “Release your mojo,” is the pay­off line.

The two ads by Mor­risJones are the first Miller has used in SA that were made lo­cally – di­rected by Bouf­fant’s Ari­ane Bes­son, with world-class an­i­ma­tion by Chris­tian van der Walt, of Sin­is­ter Stu­dios.

Miller is one of a range of pre­mium beers de­ployed by SABrew­eries in this highly com­pet­i­tive seg­ment to fend off brands such as Windhoek, which fea­tures Hol­ly­wood ac­tor Lou Gos­sett Jnr telling con­sumers, by con­trast, to “keep it real”.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.