Australia's Lion Dairy & Drinks has launched a campaign for its Dare Cold Pressed brand of bottled coffee through AJF Partnership and director Nick Kelly of The Sweet Shop.
A TVC (above) uses hipsters as a convenient foil to suggest that the coffee matches the brews found in pricey coffee shops—but without all the pretense.
It's a solidly funny spot.
As a sociological trend, Ad Nut thinks hipsters make a curious case. They've become a go-to option for brands that want to make fun of someone without causing any real offense to anyone. As no one in the world actually identifies themself as a hipster (even people who arguably fit the stereotypes), hipsters make a pretty safe target for brands to beat up on. Yet, when you read between the lines in this and other ads, hipsters are still considered arbiters of good taste. So they're at once imaginary, admired and despised.
The integrated campaign launched yesterday. Here's another TVC, which hinges on a pronunciation issue and plays up the mental benefits of caffeine.
CREDITS
Creative Agency: AJF Partnership
Creative:
Josh Stephens
Glenn Dalton
Ed Carveth
Brent Liebenberg
Account Management:
Sarah Tukua
Megan Wailes
Planning:
Jacqueline Witts
Heleen Hidskes
TV Production:
Roz Ruwhiu
Client: Lion Dairy & Drinks:
Darryn Wallace
Sharon Winton
Anne Dowsley
Jacqui Shemer
Production Company: The Sweet Shop
Director: Nick Kelly
Producer: Nikolas Aulich
Executive Producers: Loren Bradley, Edward Pontifex
Managing Partner: Wilf Sweetland
Post: Stu Morley - The Editors
Sound: Paul Baxter
Photography: Hart & Co/Isamu Sawa
Media Agency: Starcom
 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. Check out Ad Nut's Advertising Hall of Fame. |
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