The advert tells the story of boxer, Thapelo 'Tick Tock' Mokoena, and the community that supports him as he learns to take his time and rediscover the joy of boxing, setting him on the path to a glorious comeback.
Created by Amstel Lager's advertising agency, OwenKessel, the TV ad was directed by Greg Gray of Velocity Films, and was shot at iconic locations around Johannesburg. Adding to the atmosphere is the soundtrack
Crystalised by platinum-selling British band, The xx.
"We are proud to tell the story of Thapelo 'Tick Tock' Mokoena as it emphasises Amstel Lager's character. We believe that when you take your time, things do get better. Just like Amstel Lager, which is slow brewed, extra matured," says Diederik Vos, marketing manager. "The TV ad confirms the brand's distinction from other beers and the film's world-class production projects the brand's premiumness."
OwenKessel's chief creative officer, Felix Kessel says: "No communication should enter the world without a great insight. In Africa they say it takes a village to raise a child or in our case, a man, and this Amstel Lager story is an iconic and engrossing telling of that insight. It is the community that inspires and teaches our young boxer that taking your time is not only more rewarding, but also more enjoyable."
The widely anticipated campaign includes both 60 second and 30 second length commercials. The TVC will air on SABC1, SABC2 and SABC3, e.tv, DStv and cinemas nationwide from 22 July. Additional content will be available online for consumers to explore the characters and community through short films on the Amstel
Facebook page in the weeks following the campaign launch.
Watch the commercial and additional content at Amstel Lager's
Facebook page or on
YouTube.