DDB and Mac’s try to find the right kind of interesting in latest campaign

AUCKLAND, Wednesday: Esteemed Kiwi beer brand Mac’s is poised to captivate audiences with a new brand campaign created in partnership with DDB Group Aotearoa.

Alison Futcher, senior brand manager for Mac’s at Lion NZ, said: “Mac’s The Right Kind of Interesting follows one man’s burning desire to break free from the status quo.

“Viewers are taken on a journey as he jostles between whether to own a pet snake or choose a more interesting beer. Ultimately, the beer wins and he reaches for a Mac’s – a beer that offers up something more interesting than your usual beer choices. 

“The campaign is a fun and playful take on Mac’s being the beer that’s the “right kind of interesting” with its unique branding and range; hitting the sweet spot of ‘interesting’ without crossing the line into outrageous or unrelatable that would alienate green bottle beer drinkers.

“The rubber snakes are no strangers to the big screen having featured in films such as 300, Shutter Island, and True Grit.”

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

“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, ECD at DDB Group Aotearoa, said: “The craft category can feel overly complicated, which is off putting to many green bottle drinkers.

Last laugh
“With its unique humour, 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 Managing Director: Craig Baldie:
Brand Director – Beer: Jeremy Meech
Mac’s Senior Brand Manager: Alison Futcher
Lion Connections Director: Adam Daysh: Lion Connections Director
Lion Creative Strategist: Hayley Pardoe
Lion Connections Lead: Ella Fairley

Agency: DDB Group Aotearoa

Production Company: Finch
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