Ad Nut
Feb 11, 2019

DB Export's new R&B—that's 'romance & beers'—ballad

'I'm Drinking It For You' celebrates love and low-carb alcohol in an entertainingly non-cheesy way.

Ad Nut confesses to stealing the line on "romance and beers" from Damien Shatford of The Sweetshop, who directed this entertaining music video launching DB Export's "delicious new low carb beer".

To be fair, there's no way you could sell such a product without a little self-mockery, especially not with a release timed to coincide with Valentine's Day. 

Conceived by Colenso BBDO, the almost four-minute-long video is really a single, not an ad, released on music platforms including iTunes and Spotify. It features two as yet unsigned New Zealand singers 'Keshia and Tom', and purports to be the "full-flavored answer to the divided state of the modern world", acknowledging "male and female drinkers equally".

There are stereotype-bashing scenes from Man Cooking Dinner to Woman Extending The Patio, all things, as the couple sings, it's possible to do one-handed, leaving the other blissfully free to cradle a beer. 

Ad Nut likes the way the spot knocks good humouredly at gender barriers, rather than taking a hammer to them. It's a sweetly witty song by talented performers, with a refreshing lack of saccharinity (yes, that's a word) for this time of year—and it's already made it to second place in the New Zealand iTunes chart.

As part of the accompanying campaign, New Zealanders will be able to buy each other 'beer bouquets', go to live performances of the song and experience 'karaoke beer tastings' (surely just the same as normal karaoke?). It's almost enough to forget the beer is extra low carb.

CREDITS

Client: DB Breweries
Sean O’Donnell - Marketing Director
Tony Wheeler - Senior Marketing Manager
Agency: Colenso BBDO
Director: Damien Shatford
Production Company: The Sweetshop
Sound Design & Mix: Liquid Studios
Music Production: WorldPeace.fyi
Online: The Machine Room

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.

1 day ago

June APAC advertiser of the month: Lazada

Lazada dominates ad awareness in Singapore with an impressive surge, backed by a creative multi-channel campaign and blockbuster 6.6 sales event.

1 day ago

Asia-Pacific Power List 2024: Boonthida Ratanavilaik...

When it comes to delivering effective marketing with a socially responsible approach, this logistics industry veteran delivers.