Tasty Japanese beer brand Asahi Super Dry has unveiled its first global campaign as it invites drinkers to experience “karakuchi”, the Japanese term for “pungent” and “mouth”.
The spot’s the work of London agency Dentsumcgarrybowen with media being handled by Dentsu X.
The spot comes with an almost dark Blade Runner-feel and arguably doesn’t break too many new boundaries in beer commercials (it feels like Heineken have been doing this for a while now). That said, it shouldn’t upset too many territories in which it gets played.
It comes with a TVC, social and outdoor iteration, too. Check it out below:
Commenting on the spot, Daniel Grass, global brand director of Asahi Super Dry, said: “In recent months, consumers have been faced with the most unprecedented of situations – the familiar has become increasingly unfamiliar and people have become passengers on a journey which has been completely out of their control.
“Through this social situation, people have also learnt the art of discovery, finding interesting new things to do, create, eat and drink – to enrich their experiences and change the rhythm of repetition. We hope the spirit in which this campaign has been created will support that curiosity and appeal to consumers who are yet to experience the unique taste of Asahi Super Dry,” Grass added.
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