Tiger Beer Taste It In This Life

Tiger Beer, the Asian beer brewed by Asia Pacific Breweries since 1932, was promoted in New Zealand this year with a 75 second TV ad featuring a man who enters several phases of reincarnation. The 75 second ad opens with a Chinese man arriving in the city on the back of a truck carrying ducks. As he looks across the street he sees a young man pouring a bottle of Tiger Beer in an outdoor bar. Mesmerised by the sight he walks into the path of a bus, only to reincarnate as a newly hatched bird in a nest above the bar.

Chinese man in Tiger Beer ad

We’re given a bird’s eye view (literally) of an outdoor Tiger Beer billboard. The bird plunges towards the bar, this time to re-emerge in a restaurant fish tank. The sight of a waiter carrying a Tiger beer inspires the fish to leap out to its next reincarnation as a cat. The cat is quick to work out there’s no sign of a Tiger Beer, just milk. Electrocution leads to the ultimate reincarnation as a man standing in front of a bar window with easy access to a Tiger beer. The twist of the tale is found in a panda bear’s parallel journey. The tagline: “Taste It In This Life”. Click on the image below to play the video.


The Tiger Beer “In This Life” campaign was developed at Saatchi & Saatchi, New Zealand, by executive creative director Mike O’Sullivan, creative director Toby Talbot, art directors Andy DiLallo, Jay Benjamin and Cameron Harris, and writers Jay Benjamin, Andy DiLallo, Cameron Harris, Tom Hazeldine.

Filming was directed by Jesse Warn at Film Construction, Auckland, with producer Jack Sainte-Rose and director of photography James Cowley. Post production was done at 30 Second Films.

Panda in Tiger Beer ad

Tiger Beer New Zealand has a web site dedicated to the campaign, tigerbeer.co.nz/tasteitinthislife. The ad is played in flash format and is available for download in mp4, WMV and M4V (iPod) formats.