The latest Hahn Super Dry campaign attempts to establish the sharp qualities of the beer by showing how the ‘super dry’ taste can be compromised by challenges to staunchness. To protect the beer from contamination, drinkers are encouraged to place their hands over the top of their glass or bottle. “Protect your beer. Keep it Super”. They are encouraged to resist the effects of real manblading, excessive hand gesturing, restrictive denim, tragic love songs, heavy duty office equipment, ballroom dancing, Zodiac spotters, interest rate discussions, fancy dressed pets, woolly jumpers, adult Harry Potter fans, belt clipping, limp fish handshakes, power handshakes, hairless cats, bromance, comb overs, creepy doll collections, bulls in season, and mad professor fashion (walks shorts, socks and sandals – oh nasty!). What a classic study in the stereotypical insecurities of the beer-drinking Australian public.
Ballad
In a pub the jukebox strikes up a classic ballad, “Tonight I celebrate my love“, sung by Peabo Bryson and Roberta Flack and featured in the daytime soap Days of Our Lives.
Click on the image below to play the video.
Manblade
Rollerblading men demonstrate their skills in the park, much to the concern of the staunch guys enjoying their beer. “Manblading can disturb the perfectly dry taste of Hahn Super Dry”.
Click on the image below to play the video.
Bromance
Long time no see. Dan arrives at a party to give his long lost friends long hugs. “Too much bromance…”
Click on the image below to play the video.
Credits
The Protect Your Beer campaign was developed at BMF, Sydney, by executive creative director Warren Brown, interactive creative director Chris James, creative director Simon Langley, art director Justus Von Englehardt, copywriters Richard Morgan, Cleve Cameron and Michael Canning, art director Paul Bruce, agency producers Mandy Payne and Sue Stewart.
Filming was shot by director Steve Ayson via The Sweet Shop
The online campaign was developed by strategic planning director Jeremy Nicholas, designer Stephen Busuttil, Flash designer Martin Holley, interactive creatives Luke Hawkins, Craig Bailey, interactive designers Michael Glass and Martyn Lofberg, 3D animator James Briscoe, online producer Rachael Scott and in-house editor Jessica Nosworthy.
Sound was designed at Sound Reservoir.
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