Hahn Brewers plays head games for new launch

The ad above is the premier work for Hahn Ultra Crisp, a new variety of beer from Australia's Hahn Brewers, owned by Lion. 

Supposedly five years in the making, Hahn Ultra Crisp uses a new brewing process that involves rice to create a cleaner, crisper tasting beer that is also gluten-free, according to the company. 

Creative agency Thinkerbell won the creative duties for the beer in a pitch and has delivered the 'Ultra Good Inside' campaign, which launched last night. 

Ad Nut is not quite sure what's going on in the spot. It's not lost on Ad Nut that the heads represent different parts of the dude's personality. Ad Nut also understands that it's no accident that most of his personality traits have to do with sports—because the beer is a low-carb, sugar-free offering.

But why does our protagonist shed all those traits and leave them in his wake as he travels to a party? What are we meant to read into the fact that his actual face only comes into view when he grabs a bottle of Hahn Ultra Crisp? Is the brand saying one can truly be oneself only when drinking its new brew? Or is it trying to convince people to leave all their healthy pursuits behind and just drink more beer? Or is Ad Nut overthinking it, and the brand just wanted a couple of smiling faces enjoying a quaff to end the ad? 

The received wisdom from the brand and agency, though plentiful, is not overly helpful. They are touting the work as "something with an arresting visual style" and "a bold attitude that brings a bit of edge and interest to the category” because it is "darker, edgier and slightly brooding in its execution", reflecting a "punk rock mindset and bold attitude that’s refreshing in a world distracted by beach yoga and quinoa".

Perhaps the moral of the story is that Ad Nut should stop looking for deeper meaning in TV commercials.

[Insert existential crisis here.]

Nah!

CREDITS

Marketing: Lion
Brand: Hahn Ultra Crisp
Marketing Director: Gerard Smith
Brand Director: Amy Darvill
Head of Creative Strategy: Kyle Hugall
Senior Brand Manager: Chris Allan
Brand Manager: Brooke Tracey

Creative: Thinkerbell
Creative Tinker: Tom Wenborn
Lead Thinker: Nikia Shepherd 
Chief Creative Tinker: Ben Couzens
Chief Thinker: Adam Ferrier
Producer: Di Nash 

Production: Finch
Director: Tomas Mankovsky

Post Production: Blackbird

Sound: Risk Sound
Music: Rocstrong – Go ‘Head

Media: UM

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'.