Chasing rainbows

Uncomplicated and single-minded

A new advertising campaign for Amstel focuses on the intrinsic qualities of the beer rather than trying to sell a lifestyle to its high achiever market. "The new campaign is aimed at reinforcing the rationale behind our established premium cues by returning to the intrinsic drivers of what make Amstel a unique beer... that 'quality takes time' as represented by the tagline 'Slow Brewed, Extra Matured'," explains Charl Bassil, executive brand manager at SAB Miller.

Roll-out of the new campaign has been launched with outdoor advertising. A new TV commercial, to be released next, will carry Amstel's intrinsic qualities onto the screen. This second phase of the campaign roll-out sees 'Slow Brewed, Extra Matured' extended to "a little extra time goes a long way to making the perfect beer."

Taxing motorists' patience

The 'Guerrillas of marketing' have been at it again... The South African Government has been considering implementing a 'Road Tax' law for the past couple of months, and Guerrilla client Vespa South Africa is intent on educating the motoring public through news headlines posted on street poles and robots around heavily congested roads.

Thousands of flyers have also been handed out to motorists, urging them to sign a petition to prevent the Government from implementing the 'Road Tax' law, or alternatively to avoid congestion all together by scooting through the city on a stylish Vespa.

Unforgettable Thailand

Meanwhile, The Agency is making sure that Thailand is unforgettable as it has been awarded the Tourism Authority of Thailand account. The intensive marketing campaign launches in November 2006 and will be geared at building the perception of Thailand as a premiere tourist destination. The campaign will have a strong above-the-line drive focusing on regional radio in addition to prominent print media and holiday competition packages.

Chasing rainbows

Allan Grey is chasing rainbows these days. Its latest television commercial sees the brand move away from its characteristic vignette style and introducing some colour while keeping the strong black and white identity. The new campaign - developed with ad agency King James and production house Velocity - draws on the importance of patience when it comes to investing, depicted by the concept of chasing the pot of gold at the end of the rainbow.

A Kung Fu Christmas

The latest chapter in Puma's continuing collaboration with director and photographer Andrew Zuckerman sees the action unfolding with award-winning actress Michelle Yeoh as the holiday hero, fending off villains with martial arts sequences in a white setting adorned with Asian-inspired design and decorative treatments. Coupled with traditional Asian music, the backdrop makes for suspenseful and scintillating visuals. The action scenes are reminiscent of those made famous by Yeoh on the big screen, including the hit Crouching Tiger, Hidden Dragon.

The broadcast executions will air globally in Asia, Europe and North America in 30-second intervals, including such networks as MTV, VH1 and Comedy Central. The television and cinema spots finish with the tagline "Holiday Heroes," symbolising the gift tag attached to holiday surprises around the world. Seven print advertising executions will appear in magazines worldwide.

Talking points around 2010

First National Bank is already exhorting South Africans to get behind their country and the event with a national outdoor advertising campaign. Featuring the architect's rendition of the Soccer City Stadium in which the final game will be played, the headline reads "2010 FIFA World Cup™, start imagining". It was developed by FCB Johannesburg, which has also created a new 45-second television commercial for Vodacom to communicate the benefits of the cellular service provider's new loyalty programme for pre-paid customers.

Called 'MP3s', the commercial is the second to feature office colleagues George and Lucky. The latest commercial has George showing off the MP3 player he received free of charge when he traded in his loyalty points over the week end. The younger and cooler Lucky is most impressed. The commercial is flighting on all major national TV stations.