The Asia Pacific Breweries (APB) brand launched a visually-rich 45-second television commercial across five Asian markets to celebrate the Lunar New Year festival.
Created by Leo Burnett Singapore, the spot features recognisable landmarks in major Asian cities as well as New York and Paris enjoying a Tiger beer during the festive holiday.
According to Cheuk Chiang, Burnett Singapore's regional account director on the APB account, the message purveyed in the commercial is that "no matter where you are in Asia or in the world, you can celebrate Chinese New Year with a Tiger beer".
Aired in China, Vietnam, Malaysia, Cambodia and Singapore, the TVC combines sprawling visuals and sound effects. It broke just ahead of the Lunar New Year holidays.
"The commercial is composed of several rhythms, beats and sounds, in the same fashion as the broadway production, Stomp," said Chiang.
"For example, the sound of a bottle of beer being cracked open is similar to the drum beat of the traditional dragon dance of Chinese New Year."
He added: "The other major message we want to send out is that the new year is a time for families to come together and what better way to do that then with a Tiger beer."
The spot also shows several Asian families gathered together in homes raising their ice cold glasses of Tiger beer to toast the holiday.
Tiger beer is an Asia-wide brand that is brewed locally in several markets.
According to Chiang, the agency's primary strategy will be to succeed regionally first, before globalising the brand.
"That is why we find it very important to put a lot of Asian talent into our ads." Although, he added, the brand has been quite successful in the United Kingdom and will make its debut in New York this year.