Just in time for Valentine’s Day, New Zealand beer brand DB Export has released an extremely amusing campaign for its new low carb beer – I’m Drinking It For You.
The ad was created to mimic an R&B ballad music video and shines the spotlight on Kiwi couples, turning the simple act of choosing a low carb beer into a gesture of romantic love.
DB Export has a history of giving its drinkers license to have a beer; the world-recognised Brewtroleum and Beer Bottle Sand campaigns were based on the idea that enjoying a DB Export Gold could help save the entire world.
This latest ad from the brand breaks new ground by recognising male and female drinkers equally, by starring two of NZ’s brightest new singing talents Keshia and Tom.
DB Export senior marketing manager Tony Wheeler commented: “DB Export Gold Extra Low Carb is the delicious, full-flavored answer to the divided state of the modern world.”
Beth O’Brien and Thom Darlow, the ColensoBBDO creatives behind the campaign, said: “It’s great to see a beer brand give a one-handed salute to stereotypes, and speak to everyone equally.
“This work is a huge leap forward for beer advertising in NZ,” before attempting to clap one-handed.
Says Damien Shatford from The Sweetshop, who directed the music video, “R&B is the best! I always knew it stood for romance and beers”.
The music video is already #2 in the NZ iTunes charts.
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