The commercial was filmed in late April on location in Johannesburg, and airs from 7 June nationally.
‘You Can’t Touch This’ follows Castle Lite’s star turn debut last year when fellow icon, Vanilla Ice’s hit,
Ice Ice Baby introduced the brand’s new position to market. Julian Coulter, Castle Lite General Manager, says that the new commercial solidifies the brand’s market space with its notion of coldness. “Last year we introduced the temperature indicator symbol on Castle Lite bottles,” says Coulter, “indicating optimal enjoyment temperature. This, a first for South African premium beer, marked the start of a campaign that has had substantial positive impact.”
MC Hammer, who runs a successful record company and still performs the smash hit, as well as new material, is pleased with the commercial. “It was a fantastic experience working on the commercial; South Africa is not only a beautiful country, but brimful of talent.”
7de Laan star, Sekoati Tsubane, stars again, with Greg Gray directing. “The concept is fun, it’s appealing to a wide audience. Filming the commercial, to me, is the beginning of a long relationship with Castle Lite,” says Gray.
The ad lives up to the promise of the song. As with the first instalment, humour is woven between the visuals and lyrics. “MC Hammer delivers perfectly the concept of cold, and cool. The cast is magnificent under Greg Gray and we have again succeeded in creating a classic piece of not only commercial messaging, but thirty seconds of brand entertainment,” says Coulter.
The advertisement was conceptualised by advertising agency Ogilvy.