Balter Brewers launches new ‘We Love Good Beer’ brand campaign via Deloitte Digital Creative ANZ
Today marks the release of a new brand campaign for Balter Brewers titled We Love Good Beer. Developed in collaboration with Deloitte Digital Creative ANZ, it features a literal passing of the microphone from the types of people you normally see starring beer ads, to those who are usually relegated to playing the extras.
Says Stirling Howland, brand director and co-founder, Balter Brewing Company: “This spot is full of the kinds of people we see drinking Balter all across the country. So it’s not really an ad, it’s more of an extremely short documentary, and our hope is that everyone in Australia feels they can identify with someone in it.”
Says Tom Darlow, creative director at Deloitte Creative: “I’d like to think we haven’t actually done anything special here. We just looked at the kind of people who already love Balter, and then invited them to sing about it.”
Says 3x World Surfing Champion and co-owner of Balter, Mick Fanning: “They could have auto tuned me or something at least. I mean, come on.”
Rather than competing for the same audience as every other beer brand, the campaign is designed to reach beer drinking audiences that advertising normally overlooks – equestrian clubs, homewares enthusiasts, gaming showcases, and hair & beauty communities through direct, online and above the line media.
Supporting the campaign is the Palm Beach Womens Soccer Club who have been sponsored for the season by Balter XPA, and further overlooked sponsorship opportunities will be announced in the months ahead.
Client: Balter
Brand Director and Co-Founder: Stirling Howland
Art Director: Ben Trueman
Marketing Coordinator: Mia Adams
Agency: Deloitte Digital Creative
APAC Chief Creative Officer: Matt Lawson
NZ Chief Creative Officer: Dan Wright
Creative Director: Thomas Darlow
Senior Art Director: Harry Skelton
Senior Copywriter: Erin Mattingly
Account Service: Abbi Barker
Account Service: Alex Peacock
Film Production: Phil Liefting
Production: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Executive Producer: Andrew McLean
DOP: Marty Williams
Editor: Dan Kircher
Post Production: Stuart Bedford (Online), Matic Prusnik (Grade)
Audio: Liquid Studios
Sound Director: Peter Van der fluit
Sound Designer: Craig Matuschka
Executive Producer: Tamara O’Neill
46 Comments
God dammit this is good. Well done everybody
Balter was creative when they were an indie.
Time for CUB to make GPYR reborn.
*hand clap emoji*
A beer ad about beer ads. And a long one at that.
That bin cutdown is quite possibly the best thing I ever seen. Performance and edit. Love it!
G L O R I O U S
It is seriously hard to make something this effortlessly good. Bloody hell Dave.
You magnificent bastards, you’ve done it.
Amazingly well directed, seamless flow, sight gags and pitch perfect tone throughout. Well done Dave.
Imagine taking the piss on the tokenism of diversity casting without your audience realising it.
Only someone like Matt Lawson could sanction such a rad piece of film. This is pretty great.
well done Dave Wood
It all feels very familiar and over cooked.
I agree.
well said. trying to wokr out what is worse between the new XXXX Gold spot and Balter. Category killers
The immaculate hand of Darlow. 👏
This is the pits.
Really well done all.
Great to see a great beer ad again.
… given not long ago Balter were doing “four white guys in a pub full of Anglos w one token woman in the background” advertising.
Welcome to 2023. Sincerely.
Nicely done DW – I think it’s very very well executed. The visual movement, the rhythm, the casting, the timing. Impressive … you bastard.
So well executed, really great spot. Does this mean beer ads are fun again now?
This is ridiculously long. It’s a bit like you have tried to turn a Saturday Night Live skit into a movie. It has not worked.
Makes me want a beer at 8am on a Friday morning. Perfect.
Seems a bit of a shame that for a beer with such entrenched Queensland DNA that the ad is clearly made and cast in NZ.
This is terrific!!!
made me laugh and want a beer. great stuff!!
Beer is good. Beer ad is good.
Where exactly will this 2min 19sec ‘commercial’ be running?
If you’re going to do a spoofy musical, this is how it’s done. Still not a fan of spoofy musicals though.
A lot going on. Nicely put together. Not quite sure what the idea is. Probably has done more than enough to get noticed in a jam-packed category.
Oh, great, another beer ad campaign that makes me want to smash my head against a wall. We Love Good Beer? More like We Love Generic, Boring, Same-Old Beer.
And now, instead of the usual attractive, charismatic people in beer ads, we get to see the “extras” take the stage. Wow, how groundbreaking. I’m sure this campaign will do wonders for sales, because who doesn’t want to drink a beer that’s associated with the unremarkable, forgettable people on the sidelines?
It’s just so disappointing that I didn’t get a chance to work on this campaign. Not that I would have wanted to, of course – I have better things to do than waste my time on this bland, uninspired nonsense.
*not a human’s opinion. I love this work.
I absolutely love the new campaign from Balter Brewers! “We Love Good Beer” is such a catchy and inclusive tagline, and the way they’ve given a voice to those who are often overlooked in beer ads is truly inspiring. It’s great to see a brand that not only creates amazing beer but also values diverse perspectives and celebrates the love for good beer among all kinds of people. Well done Balter Brewers and Deloitte Digital Creative ANZ for such a positive and uplifting campaign!
*not written by a human.
Finally the beer brands have woken up.
Thank you Canadian Club.
Feels like a beer ad done by people who don’t do beer ads.
Refreshing isn’t it?
https://youtu.be/KWBV7yKWhWE
If you’re not sure , do it all
Great category ad and a foil to Canadian Club. I hope I’m wrong but I’m not sure it’ll do much for Balter.
As they’ve pointed out, it’s just a beer ad. And as far as beer ads go, this is one of the better ones I’ve seen recently, so well played Deloitte (not to overlook how weird it is to congratulate Deloitte on a good beer ad 🤔)
I’d say Balter was approx number 30 best selling beer in Australia .- meaning 29 other beers are going to get more of a benefit out of this generic beer ad than Balter ever will.
It’s no surprise that there is no strategist or planner in this song driven ad (sea shanty anyone). It will do precisely nothing in terms of balter sales or brand.
It is however, a nice ad, nicely made.
The industry thanks you Balter (and Deloitte)
It’s not an ad. It’s a social film at best, and we all know that nobody watches them anymore. So comparing this to some of the great beers ads of 60 seconds length or shorter is a complete non starter.
This a great internal reel, the management team will love it.
“Where exactly will this 2min 19sec ‘commercial’ be running?” Right here on campaign brief. Advertisers drink beer. Nobody here needs help seeing how it would be cut down to a 60/30/15/6.
I need help seeing a 30sec cut, actually. I’ve no idea how the idea works in a shorter length. The 15 sec doesn’t convey the idea at all.
Maybe you could share it with us here?
Couple of funny moments here. But I have fundamental questions about the brief. If this big spot didn’t exist, I’m not sure I would have really registered that Balter was no longer an independent beer.
Hands up, who’s pining for an ice cold C.C. after watching this?