The TV ad tells the story of Simphiwe Nzima, a young man who takes up a job as a dishwasher so he can learn from the chefs around him and, over time, gain the experience he needs to realise his dream of becoming a chef and opening his own restaurant. He learns that the things that matter most don't happen overnight - they take time. And by taking the time he needs, he not only achieves success but enjoys it every step of the way.
This new TV ad retains the same award-winning team that brought "The Boxer" to life - created for Amstel Lager by advertising agency OwenKessel and directed by Greg Gray of Velocity Films. "The Chef" was shot almost entirely on location in the kitchen of the iconic Mount Nelson Hotel in Cape Town and included the involvement of the Executive Chef, Rudi Liebenberg and his team. Not only did they train the actors in the art of running a kitchen, but were integral in preparing the intricate dishes shown throughout the ad. The TV ad also features the international hit song, "One Day/Reckoning Song (Wankelmut Remix) Radio Edit" by Asaf Avidan & The Mojos, which has over 100 million YouTube views to date. This popular song adds both energy and emotion to the story.
"Just like The Boxer, the story of Simphiwe builds off the idea that things get better when you take your time," says Diederik Vos, Marketing Manager. "And that is what Simphiwe is doing in this story - he is taking his time to learn all the tricks of the trade that will help him become a great chef. And it's not easy. Just like there are no shortcuts or quick fixes to brewing a good beer. That's how the story of Simphiwe and Amstel are really connected - they both take their time to achieve true quality."
"There is honestly nothing I would change on "The Chef". I could not be more proud of my team and our brave partners for making such a breakthrough piece of work," says Donovan Bryan, Executive Creative Director of OwenKessel.
The widely anticipated campaign includes 130", 60" and 30" length commercials. The TVC will air on SABC 1, 2 and 3, eTV and DSTV from 11 July 2013. In addition, consumers will be able to watch the ad on their own Amstel Lager bottle. All they have to do is download the Aurasma App from the App Store onto their phones and use it to scan the logo. The ad will then play, allowing them to enjoy "The Chef "and their favourite beer at the same time.
Watch the commercial and additional content at www.facebook.com/AmstelLager
and on YouTube.
Note to Editors
For further information and interview requests, please contact:
Lara Preston
Red Flag Design & Marketing
(011) 447 8283
az.oc.galfder@aral
Brandhouse Beverages (Pty) Ltd when using the full trading name; brandhouse when used on its own.
About brandhouse:
brandhouse is South Africa's leading total beverage alcohol company with an unrivalled portfolio of premium brands across the spirit, beer and RTD categories. The portfolio of brands includes Johnnie Walker, Smirnoff, J&B, Bell's, Bushmills, Tanqueray, Ciroc, Captain Morgan, Amstel, Heineken, Windhoek and Guinness and Strongbow, amongst others.
brandhouse is a passionate campaigner for responsible drinking and an active, responsible corporate citizen that cares about the communities and the environment in which it trades.
