Hahn SuperDry inspires consumers to get out of their comfort zones in new TVC via Ogilvy Sydney
Hahn SuperDry has unveiled its latest campaign, ‘Never Settle’ via Ogilvy Sydney, driving home the belief that our ‘comfort zone’ may be what’s holding us back from living all that life has to offer.
At the forefront of the campaign is a film that will tell stories of some unlikely heroes who launch themselves out of their own comfort zones to realise each of their own dreams. This action sees them literally catapulted off the couch to a better version of their lives – into the outside world and right into the action.
Harking back to founder and brewmaster, Chuck Hahn’s own story, the films aim to challenge every day Australians stuck in their comfort zones to ‘Never Settle’, to get themselves off the couch to chase their dreams.
Jack Mesley, brands director for Lion, says that the objective of the campaign is to build more consumer engagement through the establishment of true brand meaning for Hahn.
Says Mesley: “With this campaign Hahn aims to create powerful connections and compelling executions to drive engagement and lift awareness, which talks to this ‘Never Settle’ attitude in an inspiring and uplifting way.”
Says Derek Green, executive creative director, Ogilvy, Sydney: “It was important that we didn’t take ourselves too seriously as we’re a beer brand encouraging people to never settle and start collecting experiences, and why not celebrate those new experiences by never settling for an ordinary beer.”
Mesley explains how Hahn will not only ![LION0133_NeverSettle_Adshel_Superlite_1175x1775[1][1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/10/04204115/LION0133NeverSettleAdshelSuperlite1175x17755B15D5B15D.jpg)
launch in a big way, but also start to ‘walk the walk’ through the creation of money-can’t-buy-experiences for consumers to follow their passions and do the things they’ve always wanted to do (but haven’t had the courage to do.)
‘Never Settle’ launched in outdoor communications on the 2nd of October. The film is slated to drop on to screens nationwide from the 9th of October.
Ben Slocombe – Marketing Director – Lion
Jack Mesley – Brand Director – Lion
Richard Spicer – Marketing Manager – Lion
Erin Purcell – Brand Manager – Lion
Nicola Schwendler – Brand Manager – Lion
Katharina Trauer – Brand Manager – Lion
Agency: Ogilvy, Sydney
ECD: Derek Green
CD: Scott Lambert
ACD: Jenny Mak
Creative Team: Josh Parmenter, Seamus Fagan, Andrew Hankin, Andy Cooke
GM: Nathan Quailey
GAD: John Marshall
Senior Account Manager: Amelia Deakin
Account Manager: Anne Brooke
Deputy Head of Strategy: Ryan O’Connell
Planner: Sam Tatam
Agency Producer: Renee Nadin
Freelance Agency Post Producer: Jules Jackson
Media Agency: UM Australia
Experiential Agency: Octagon
Digital Agency: The White Agency
Shopper Agency: Integer
Production Company: Interrogate
Director: Ash Bolland
EP: Tara Riddell
DOP: Peter Eastgate
Editing Company: ARC
Editor: Drew Thompson – Editor – ARC
EP: Joseph Perkins – Executive Producer – ARC
VFX Company: Alt.vfx
VFX Supervisor: Colin Renshaw
VFX Producer: Tyrone Estephan
36 Comments
Great work by a great team, well done!
Bring back Experience Collectors!
The fact that two junior teams came up with this is wonderful. It’s nice to see new talent have a start like this.
Great spot guys – simple and the best work to come out of Lion Nathan for sometime. Congrats Josh and Seamus.
Top stuff, Josh and Seamus!
Yikes!
Tired and underwhelming. Not unlike the beer.
Well, that’s actually pretty fucking good.
Should have left the print / ooh out of the press release tho.
Beer ads used to be great. Congratulations on getting an ad up young fellas. Unfortunately this looks like a junior beer ad.
ALT does it again. Congrats on pulling it together in the end.
Hank N Spank!
What this campaign needs is someone to appear on TV either just before or after the commercial to explain the idea to a bewildered world. Whatever they say, it will have to be better than the blurb which appears here on the CB blog because I read that and it still doesn’t explain the spot, nor make sense of the line ‘Don’t Settle’. Frankly, that should have been the independent advice to the client. This so-called idea does not come out of the product, which makes it something any beverage could own, certainly any beer. But that’s the least of its faults. What a spectacular waste of time and money.
It’s no ‘Big Ad’ or ‘Super goes in Superdry’ comes out, but it’s a shitload better than the experience collectors and the ‘content’ they made for their craft beers.
At least it has a sense of fun and a little bit of humour.
@The curmudgeon.
I had nothing to do with this but i don’t think its hard to understand at all. In fact i think it’s like an old fashioned problem-solution ad, in that sense.
Try hard.
Remember when Australian beer ads were good?
It’s really good!
Only by contrast to how bad experience collectors was.
Production and Post was spot on good stuff
I am a non Ogilvy person – I was expecting the worst.
Especially after experience collectors.
But I found this watchable. Even laughed, good direction. Very surprised.
As a beer lover the line ‘Never Settle’ irks me, imagine the line next to a picture of Rosie O’Donnell and you can guess what Hahn tastes like.
But you can’t change the product.
Well done everyone.
BTW: The juniors obviously squabbling over whose idea it was, that’s obvious and very poor form. Don’t do it. Also realise it takes a talented team around you to guide, Shepard and sell that idea let alone make it. And if they’re really talented, they probably made it feel like it was your idea when it may not have been.
Good spot. Derek is already making an impact there.
Some people work hard to get the ad looking amazing, like Josh and Seamus.
Others work hard to get their names on the credits.
This really gets me out of my comfort zone… not. PS – how does this work with Drinkwise r.e change of character from the consumption of a product? Obviously it’s not explicit but reading between the lines…
Never Settle? Are they talking about how your guts will feel with a few of these onboard and a servo sausage roll on the way home?
MORE AIR-HANK please
Damn it, Australia! Your beer ads used to be epic, something we all aspired to. Beer Chase, Super in, Portals, Tongue, Nocturnal Migration, Future in your mouth, they were fucking great.
This one feels like you’re trying to sell a new age christian camp. Except you’re selling beer, the best thing ever invented.
I’m not blaming the agency here either, this seems to have been Lion’s MO for a while now.
‘Never settle’ – well at least they are living their tagline with their recent scattergun history of creative strategies for Hahn.
Didn’t laugh. Just watched a vfx heavy sequence with the same thing happening several times.
Forgot the kitchen sink & cleaner on those credits guys.
it’s a client’s ad – and a bad one at that
let’s show our target audience having a bad time and then rocketing into a series of cliched good time in situations where our product is front and centre
no cleverness
no insight
nothing ownable for the product or brand
cliched wallpaper
Well I liked it. It won’t clean up at any award shows, but I’ll be poked if it doesn’t cut through the horse crap on our screens these days.
Didn’t laugh. Just watched a vfx heavy sequence with the same thing happening several times.
Is Hennesy’s line. One of the most iconic category lines of the last decade. With some of the most iconic ads. Is that just no biggie these days? I’m genuinely asking.
The line would make sense for Guiness.
the experience collectors was all strategy and no execution. this is the exact opposite. sorry i don’t get it.
Never Settle, uggghhh, the brief is showing, and the fact that it’s better than the average beer ad is a pretty low bar. I wouldn’t be rushing to put this horse manure on my reel.
LOVE THIS BRAND OF BEER. DRANK IT WHEN THE SHARKS ONE THE OTHER DAY. WOOO LOVE THE SHARKS AND BEER. NICE AD REMINDED ME OF GOING TO THE GAME WITH MI MATES AND CELEBRATING RATHER THAN BEING AT THE COUCH. MIGHT CRACK A BEER TO CELLYBRATE
Nailed it.
Well all I can say is the ad too closely resembles one of those awful Xfactor or the voice promos. As a beer ad it may well be the worst Ive seen. It promises mutch in the build up but says nothing in the delivery!.. ..