The challenge for Baggott was striking the wry performance tone with a filmic quality to give the commercials in the campaign a unique production value.
“Conn Bertish (JWT executive creative director) and I had the same vision for this ad, even when it came to choosing the actor,” says Baggott.
The team eventually settled on a British actor, Richard Dixon, who fitted the bill with his quirky look and range of performance, including an authenticity so necessary in hitting the tone.
Baggott admits that finding the balance was an enormous challenge: “It was very difficult to capture, but I knew exactly what I wanted to do with this campaign and I believe we hit just the right note.”
According to Baggott, the art direction and editing technique also played pivotal roles in setting these spots apart.
Bertish added: “We are very happy with this campaign. Tony rocked. It's very difficulty to capture the tone of commercial that we did. It is sophisticated and dry, yet irreverent and fun – a very fresh personality for the category.”
The campaign is set in the Foundry brewery – a mix of old world and new – and a place where the viewer is introduced to three different apprentice brewers who all attempt (and ultimately fail) to brew successful batches of Foundry Premium Cider.
The commercials launch the larger campaign of How to Make Foundry Premium Cider in 871 (not so easy) steps, in a charming and memorable way. They are currently screening on SABC and DStv.
Click the links below to view the commercials: Foundry Cider D Smith.mp4 [2MB] Foundry Cider B Willow.mp4 [2MB] Foundry Cider E White.mp4 [2MB]