Fifteen-second TV spots, by star local director Thanonchai Sornsriwichai, feature Hang drinkers unaffected by the excesses of late-night partying.
The spots will run in pubs, clubs and drinking spots as well as on national television.
Specially-commissioned comic strips running on the front page of Star Soccer, the football daily, will accompany the TV work.
The weekly cartoons relate back to the stories in the TV commercials and will reach 150,000 readers weekly until July 2008.
“This is the first time a marketer has run a cartoon like this in Star Soccer. We wanted to surprise and amuse its readers,” said On-Usa Lamliengpol, CEO of Leo Burnett/Arc Thailand, the agency behind the campaign.
Online, the brand has attracted a large following known as the ‘Hang gang’. Some 10,000 visitors log on to hangpubpub.com to chat, interact and score invitations to exclusive Hang events.
One such event, the annual ‘Hang Sexy Rally’, is a three-day motor sport rally that allows Hang drinkers to enter car races with FHM’s Girl Next Door pin-ups as their navigators. The next rally is slated for late January.
The creatives behind the campaign are Pipat Uruporn and Noranit Yasopa, whose print ads for Clima bicycle locks were the most-awarded in the world last year, according to the latest Gunn Report.
The spots will run in pubs, clubs and drinking spots as well as on national television.
Specially-commissioned comic strips running on the front page of Star Soccer, the football daily, will accompany the TV work.
The weekly cartoons relate back to the stories in the TV commercials and will reach 150,000 readers weekly until July 2008.
“This is the first time a marketer has run a cartoon like this in Star Soccer. We wanted to surprise and amuse its readers,” said On-Usa Lamliengpol, CEO of Leo Burnett/Arc Thailand, the agency behind the campaign.
Online, the brand has attracted a large following known as the ‘Hang gang’. Some 10,000 visitors log on to hangpubpub.com to chat, interact and score invitations to exclusive Hang events.
One such event, the annual ‘Hang Sexy Rally’, is a three-day motor sport rally that allows Hang drinkers to enter car races with FHM’s Girl Next Door pin-ups as their navigators. The next rally is slated for late January.
The creatives behind the campaign are Pipat Uruporn and Noranit Yasopa, whose print ads for Clima bicycle locks were the most-awarded in the world last year, according to the latest Gunn Report.
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