DDB and Mac’s release ‘The Right Kind of Interesting’ campaign

Kiwi beer brand Mac’s is bringing audiences ‘The Right Kind of Interesting’ with a new brand campaign created in partnership with DDB Group Aotearoa. 

The campaign follows one man’s burning desire to break free from the status quo and he jostles between whether to own a pet snake or choose a more interesting beer. Of course, because it’s a beer ad, the beer wins and he grabs a Mac’s – implying to the audience that Mac’s offers a more interesting choice.

The campaign is a playful take on Mac’s being the beer that’s the “right kind of interesting” with its unique branding and range by being interesting without alienating green bottle beer drinkers.

Given New Zealand’s strict “No Snakes Please” stance, to bring the TVC to life, Coco and Muffin were flown in from the USA. The 20 kg rubber snakes are no strangers to the big screen having featured in films such as 300, Shutter Island, and True Grit.  

Alison Futcher, Senior Brand Manager for Mac’s at Lion New Zealand, says: “We’re thrilled to launch ‘Mac’s – The Right Kind of Interesting’. Mac’s is a serious craft beer brand that also prides itself on being accessible to the masses; offering a reliable and safe step-up into the diverse and awesome world of craft. So, the campaign is dedicated to premium green bottle drinkers who might be up for something a bit different, by giving them a gentle nudge in the right direction”.

Rory McKechnie, Executive Creative Director at DDB Group Aotearoa, adds: “The craft category can feel overly complicated, which is off putting to many green bottle drinkers. With its unique humour, ‘Mac’s – The Right Kind of Interesting’ perfectly positions itself as the approachable beer that connects green bottle drinkers to the world of craft.” 

‘Mac’s – The Right Kind of Interesting’ will appear across TV, cinema, outdoor, digital/web, and social.  

CREDITS

Lion New Zealand credits:

Craig Baldie: Lion Managing Director

Jeremy Meech: Brand Director – Beer

Alison Futcher: Mac’s Senior Brand Manager 

Adam Daysh: Lion Connections Director 

Hayley Pardoe: Lion Creative Strategist

Ella Fairley: Lion Connections Lead

Agency credits: DDB Group Aotearoa 

Production Company:

Executive Producer: Bex Kelly 

Producer: Jimena Murray 

Director: Alex Roberts 

DOP: Marty Williams 

Postproduction Company: Finch 

Postproduction online: Finch and DDB

Editor: Julian Curran 

Sound Editor: Miller Yule

Music: Bomfunk Mc ‘Freestyler’ 

Music Supervision: Franklin Road 

Media Agency: EssenceMediacom 

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