Maijaliina Hansen, Distell’s global marketing manager for Hunter’s, says; “It was important for us to illustrate that Hunter’s Extreme Bold shares the same values as the master brand, but that it is suited for a different drinking occasion. It offers the same apple refreshment but what’s different about it is that it speaks to the urban, cool, millennial consumer who is really on the cutting edge and doing things differently.” To achieve this, the scene is set in a hot, steamy night club complete with dance crews, DJs, glow sticks, and fireworks showing how Hunters Extreme Bold carries the party from day time into the night.
The advert continues to build the new Hunter’s narrative of overcoming life’s everyday obstacles and ‘taking things in your stride’. Portrayed by a night of partying being interrupted by a power failure, with Hunter’s Extreme Bold by their side, the revelers handle life’s heat and overcome the challenge by literally becoming the music with the rest of the crowd.
When the lights go out and the music dies, the lead character, Fez, opens his can of Hunter’s Extreme Bold, instigating a series of cans opening. The crowd joins in with natural sounds such as hands clapping, feet stomping and chest pops, reigniting the party, whilst glows sticks and cell phones are activated for visibility which creates a surreal atmosphere in the club.
Produced by Lebo Rasethaba, who has many local and international brand ads under his belt, who explains the inspirations behind the 45-second TV ad; “The idea of people making a song during a power cut to overcome a challenge is rooted in the sub-culture of a genre of music called Gqom in Durban, where people chant a song to the DJ who then records it to make it into a track.”
According to DJ and producer, Simon Ringrosen, who composed the track specifically for the advert using a unique creative process, the idea was for the music to be a unique feature. “I tried to compose a bold track that allows the crowd and the dancers to step into the music. This we did by bringing the crowd into the gap of a song and them ultimately becoming part of the song at the end.”
The creative process is also a departure from the traditional with a truly unique result. Rasethaba says: “It was very scary - I would say to Simon, I need the song to make the shot list and Simon would say I need the shot list to make the song. We had just had to trust and make bold decisions. So, the team really did come up with something with its own creative legacy – where no one can ever claim that they have seen something like this before.”
Hansen agrees; “The ad certainly does set Hunter’s Extreme apart, highlighting that it is on the trending edge of urban society and always looking for that niche pastime or event. Apart from the strong music direction, the art direction relies on wardrobe to set the edgy urban tone. “The main idea was to make it relevant and to promote South African brands - so the entire cast was dressed in local streetwear orientated labels. In this environment of art meets fashion and popular culture, the fashion remains real and not over-styled and overthought.”
“The take out is clear, Hunter’s speaks to refreshment be it from that physical first sip, or refreshment in terms of how you think about life. And by using Fezile Mkhize and Nadine Buys, the same genuine guy and girl who feature in the ‘Bring the Heat’ TVC, this TVC continues to reflect the authentic, real and natural personality of Hunters” says Hansen.
The TVC is flighting on all major stations nationwide and forms part of a through-the-line campaign including a TVC, radio, out-of-home billboards, digital media, and trade executions.