Castle Lite changes its target focus

In the past two years, the brand has been through a big transition, shedding its image as a traditional 'white' male alcoholic beverage to become the premium beer of choice for young, aspiring and professional black people, aged 24 to approximately 35, according to the agency.

The first of the 45-second commercials named 'slide' is set in a trendy pub with a funky barman, who slides glasses of beer down the bar counter so fast no-one is able to catch them. Then he sends a Castle Lite bottle hurtling down the counter and an avid fan of the brand dives over everyone to grab the beer knocking down everyone in his path. The voice over at the end says: "Castle Lite - the one to have when you are having more than one."

'Hot' newcomer, film Director Bevan Cullinan, from Fresh Eye Productions, was chosen to direct the series of commercials. Says Bevan: "It was a tough shoot - two 16 hour days and 120 extras in the room no bigger than a squash court - but I enjoyed working with a great cast and crew and I was very happy with the end result."

Says Jupiter Drawing Room Creative, Jonathan Deeb: "We tried to depict the target market as very in control and the challenge was to do this without appearing boring and to add some humour."