Cascade Brewery Co. launches new ‘Brewed by Feel’ TV commercial directed via Droga5
Cascade Brewery Co has launched a new 60 second television commercial called ‘Feel’ which is currently airing in its home state of Tasmania.
The commercial is the first for Cascade from agency Droga5, Sydney since they commenced working with the brand in September 2009.
Shot by Revolver’s Steve Rogers entirely in Tasmania, the TVC features the iconic Cascade Brewery, Australia’s oldest operating brewery, as well as the picturesque Derwent Valley where the majority of the hops for Cascade beers are harvested each March.
The TVC launch comes just a fortnight after Cascade unveiled new, art deco style packaging for its craft beer range, updated packaging for its premium range and a national print and outdoor campaign in a bid to encourage people to revisit the Cascade brews and attract new drinkers to the brand. The campaign is accompanied by a new website, also created by Droga5 – www.cascadebreweryco.com.au
The commercial follows a brewer cycling to work, encountering local farmers, barley fields and even a Tasmanian Tiger along the way. All the while though, he’s talking to the camera – negotiating his path to the brewery by feel.
CUB Marketing Director, Peter Sinclair said of the new campaign: “This campaign really brings to life the Cascade Brewery and our 180-odd years of brewing expertise. The TVC heroes our home and of course, our brewers who pour passion and experience into making beer every day and Droga5 have done a wonderful job in capturing the essence of the brand. We love this ad and we think all of our Cascade fans will love it too.”
For Droga5, the TVC provided an opportunity to unlock some of the latent love that many drinkers have for Cascade as well as bring to life Cascade’s traditional approach to brewing, built on the shared knowledge and intuition of some of the country’s most experienced brewers.
Says Droga5 creative chairman, David Nobay: “The Cascade Brewery in Tasmania is the home of craft brewing in Australia. It’s full of genuine heritage and wonderful yarns and l know that Steve Rogers, Cam Blackley and the team had a great time telling this one; the first of many I’m sure.”
Agency: Droga5 Sydney
David Nobay – Creative Chairman
Duncan Marshall – Executive Creative Director
Cam Blackley – Creative Director
Cam Blackley – Writer
Kirsty Galmes – Art Director
Paul Johnston – Head of Broadcast
Jamie Clift – Business Director
Esther Knox – Account Director
Angus Ingham – Account Manager
Sudeep Gohil – Strategic Planning Director
Toby Harrison – Strategic Planner
Production Company: Revolver
Director: Steve Rogers
Producer: Pip Smart
Executive producer: Michael Ritchie
Cinematography: Geoffrey Simpson
Editor: Alexandre De Franceschi
Post Production: Fin Design & Effect
Cascade (CUB)
Peter Sinclair – Marketing Director
Mim Orlando – Brand Manager
Rachel Veltman – Assistant Brand Manager
40 Comments
If I were the client I’d be pretty fucking happy with that
I really wanted this to be good.
feels a lot like boags
No!
agree with 11:37 – feels like they were trying to do a bit of a boags.
but it ain’t boags.
got to say, the direction seems pretty plodding to me – about 15 seconds too long.
the way he stops talking when he passes the tractor just makes the editing seem so sloooooow… all the scenes could have been snappier and that would have made them funnier.
the way he stops when his bikes falls over is just so self-consciously ‘shot for the ironic comedy moment’. ta-dah!
looks pretty though. and i’m sure everyone who’s involves is a lovely person.
be better if it was a good idea
Nice. Whilst the idea comes out of a unique aspect of their brewing process, the biggest idea here is advertising Cascade as a brewer. Clever move, as there are some good beers in their portfolio, but Cascade Premium is a shocker of a flagship beer and tastes like sweaty armpits.
Ye olde and boring.
Another lame beer ad that provides evidence that creatively this category is going no where fast in this country.
12:44, Cascade Premium is perfect. But as you point out, its hoppiness does not reward a juvenile palate.
Another 80% good ad from Droga 5 Australia.
At least they’re consistent.
It looks nice but takes way too long to say very little.
A beer ad with a bearded person in it. How very now.
A beerad 2.41
I agree, sick of beards and spoofs.
wow it’s actually just really really boring is it not.
Hardly makes you feel like a Cascade. Hardly makes you feel anything, really.
tres tres boring
Agree. Slow and tedious. Beer.Beards. Boags Wannabe. Boring
i like it.
micah
Just nice, not much else.
Being someone who has actually worked on some major Australian beer brands, unlike all of the above. Good job in tough beer advertising times.
That’s it???
a beer had you have to really really concentrate on? yawn…
its a dozen classic beer ads rolled into 1.
nothing to see here – move along…….
This ad says absolutely nothing. Piss-poor branding as well. What a flagrant waste of a lot of very expensive salaries.
It’s awesome that Steve Rogers has a “look”, but doesn’t that fly in the face of what advertising is all about? I mean we all wish we were Fellini, but we’re not. We sell shit.
it’s too bad this ad is boring as hell because the website and the app are both really nice, even if they’re using a quite tired style. they look nice and i had high hopes for the spot.
oh well!
Feels familiar.
If you liked this, you’ll love the Johnnie Walker ad featuring Robert Carlisle. A fine Scottish actor walking through the Scottish highlands talking about the history and quality of a famous Scottish beverage. I feel clients should just subscribe to ads of the world. I guess that’s the formula. Tell the client about the thing they love the most. Then ask them what they think.
This is better:
http://www.youtube.com/watch?v=XMPqCQW23TU&feature=related
Let’s just all be honest for once. It’s utter, utter, utter crap.
This feels like more fun…
http://www.youtube.com/watch?v=XMPqCQW23TU&feature=related
This type of approach has been done before.
Obvious ending.
Expect more from this hot shop.
There’s Method in the Magners. A proposition and branding in both the line and the commercial. A story explained. That’s proper advertising. It’s elusive, but it’s what we’re paid for, D5.
There’s a blogger here who pointed out that he was a person who actually worked on a real beer account and he felt that this was really great in a tough beer market. Friend, the beer market is tough because the ads are shit and they sell nothing.
I think beer drinkers prefer self-deprication to self-righteousness.
Oh dear.
How many times have we peddled down this path before? (Less predictably and with sharper comic timing.) If you’re gonna take the me-too route, at least do it better.
That Magners commercial is brilliant. This seems like it could have been directed a bit better, maybe it was the music, maybe the length – can’t put my finger on it.
For me this fails because it’s not an idea born out of a brand truth like Boags,
it’s just an ad idea tagged onto the brand.
With Boags the idea and the brand are inseparable.
With The Feel, the idea and the brand seem to be two totally separate things.
File under Yaris.
Underwhelming for D5.
Looks like they just got the rushes from Boags and re-edited it into another ad. Boooooring.
Perhaps Marshall is only good when he is in the Northern hemisphere.