Saatchi & Saatchi releases CAPI man into civilisation in new campaign for CAPI sparkling
CB Exclusive – Saatchi & Saatchi Sydney reveals the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks in its latest “Hard to make. Easy to drink.” campaign. From Borneo to the Andes, no origin is too far-flung or hostile.
This is the first campaign by Saatchi & Saatchi since winning the CAPI business and will launch this weekend in TV, cinema and digital channels.
Directed by Steve Ayson from The Sweet Shop, Saatchi & Saatchi set off on a CAPI like quest to find a character as random and unique as the CAPI ingredients. Eventually “CAPI man” was discovered somewhere in the jungles of South America.
“Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table,” says Ayson.
The enigmatic jungle man is the star of the campaign, appearing in four commercials and interrupting unsuspecting hipsters to tell them just how dangerous producing a 100% natural drink can be.
On the end result, founder and owner of CAPI Sparkling, Pitzy Folk said: “the creative took risks and pushed boundaries and I’m blown away with the final product.”
“Great scripts, a great director, great talent and a brave client have come together and we’ve created something the entire agency is very proud of,” adds Saatchi & Saatchi ECD, Damon Stapleton.
Client: Capi Sparkling Pty Ltd
Agency: Saatchi & Saatchi, Sydney
ECD: Damon Stapleton
CD: Matt Gillmore
Creatives: Gene Brutty, Tim Seddon
Agency Producer: Veronica Alkon
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Wilf Sweetland
Producer: Alice Grant
Editing: Jack Hutchings / The Butchery
Online: The Refinery
Sound: Silencio
Media: Two Hands
Grade: Method Studios
34 Comments
That is awesome!
Hilarious, perfectly executed. Well done.
Nice use of hipsters
Nice work guys.
And just in time for Cannes- well played!
Great Scripts.
Noice.
Brilliant!
Well done fellas!
Irritating. Really irritating
Best of the Best! Great Work!
I dont think i clicked on the right link because that was not ‘just in time’ for Cannes work. Dont think that will be well recieved outside the Saatchi building.
Upside: Good talent, Capi Man. And mercifully, not someone we’ve seen ad nauseum in other advertising. Take note, casting folks. Downside: Laboured scripts, ticking boxes. Overall quite entertaining, should put Capi on the map.
Great work guys, they’re really a lot of fun to watch
Utter rubbish, cliche casting, bad performances, awful dialogue. The usual from Saatchis these days.
Ooooooo, scary kids.
Artificially bizarre, and not in a good way.
Just curious: when did you get fired?
Not sure why you wouldn’t like this. People will talk about it, it’s funny, and it stands out. For a new brand trying to get noticed it should do the trick. Nice work Saatchi.
wish these were mine
You’re on to something there.
There is an artificial smell about the storytelling, when it should be saying authentic.
This is after all a beverage, something you drink for pleasure, for taste, and maybe even health, but nothing about this says any of the above.
Of course the bizarre nature of the character, the strangeness of it all will add the ‘look at me’ factor for a new product, and Ayson is no stranger to selling the very strange (reference the Tooheys haircut corn pod work from yesteryear), but still . . .
Might be something I remember for the offbeat, but is it something I want to buy and drink? Doubtful.
Nice work guys. Genuinely funny, really enjoyed these.
No one gives a f*ck about authenticity these days… surely its better to talk about a simple truth in an “offbeat” and engaging way?
And I’m not sure what you’re talking about re pleasure, taste or health… people don’t prefer Coke to Pepsi for any of those reasons.
Really like these. Best to come out of 70 George for a while. ‘Bite’ is the best. GIven I’ve never heard of the brand I doubt they’ll have much of a spend behind these so will be interesting to see how they go. Hope this gets a second campaign as it deserves/needs one.
I just wish they went full crazy instead of half crazy though.
Epic! Nice work boys.
i don’t mind it.
Excellent work to all involved.
Nice work Saatchi people…but for gods sake get your insecure arses off this blog and get back to work!
It’s good ok. You’re gonna be just fine!
The point is would i be interesting in trying this product as a result of this campaign. the answer is a resounding no. In fact quite the opposite, it’s creepy and alienating and doesn’t tickle my funny bone at all.
I love bizarre, weird and random shit.
But this is a bit try-hard… the edit… those annoying pauses…
Something not quite right here, and I think it’s a symptom of the creatives drinking their own liquid cool-aid.
You should be ten times more critical of your work than you are of anyone elses. It’s the only way to go from good, to great.
I like it. And well done. That is all.
thanks Yoda.
Put up a link to your latest work, and we’ll see how critical you’ve been.
Think of the myriad other mundane ways a product like this could have been launched if the client was a little less brave, the agency a little more afraid and the director a lot more concerned about the halfwit comments like the ones above.
Nicely played Saatchi. Hope you sell zillions of gallons.
Well done boys. George st on fire.
They’re pretty good, but I think many scripts/ideas are just slightly over written and have to be crammed come edit… Just slightly… Why aren’t they on Best Ads though? A lot of crap gets onto Best Ads but not these?
Tim and Gene, the nicest guys in advertising. It really sucks they didn’t get to go on the shoot.
Do Saatchi people believe their press releases?