Steinlager Win Nick’s Life In New Zealand

Steinlager, a lager-style beer brewed by New Zealand Breweries in Newmarket, has a series of viral advertisements promoting a competition aimed at Americans. The premise of the series is that Nick, an employee of the Steinlager brewery in Auckland, will travel to New York as an ambassador for Steinlager. While he is in the United States, one lucky man will get to take his place in New Zealand, living with his parents, getting to know his girlfriend Emma, and enjoying the New Zealand scenery.

Steinlager Win Nick's Life


The opening spot begins with the New Zealand national anthem, “God of nations”. Pete, (fictional) CEO of Steinlager Breweries tells his employees that an American must be chosen to take over Nick’s life in New Zealand while he’s in the United States as an ambassador for Steinlager. We’re introduced to Nick, a dull worker overlooked by his peers.


Emma is told the news – many American males will be interested in taking Nick’s place. She’s motivated to give us a run down on her life…


Nick is shocked to find that his parents are already planning for his replacement.


The Steinlager team shows us scenery from Nick’s past in New Zealand: Bethel’s Beach (West Coast, South Island), Mt Alfred (near Glenorchy, Queenstown), Earnslaw Burn (near Queenstown)…

Goodbye Card

Nick and his mother compare his farewell card with the banner made for the American.


Emma and her friends wonder if the American will legally be required to sleep with her.

Emma Dance

Emma dances to encourage prospective replacements for Nick…


Nick’s two workmates quiz him about the move to New York. Could a woman win the competition?


Nick’s workmates gives him a bit of encouragement.

Mr Blackwood

New Zealand has great surf beaches – Raglan, Piha, Ahipara Beach… Click on the image below to play the video.

The Van

Nick and work mates try to pack their van for a trip…

Emma and friends in Steinlager ad


The Steinlager campaign was developed at Droga5, New York, by creative chairman David Droga, executive creative director Ted Royer, copywriter Scott Ginsberg, art director January Vernon, head of production Sally-Ann Dale, agency producer Thomas Beug.

Filming was directed by Randy Krallman via Smuggler, LA, with director of photography James Cowley, editor Robert Ryang, executive producers Patrick Milling-Smith and Brian Carmody, head of production Allison Kunzman and producer Cory Berg.

Music was composed at Sound Lounge and Human Worldwide (for ‘The Movies’ spot). Sound was mixed and designed at Sound Lounge Hudson by engineers Peter Buccellato and Scott Persson, and producer Brad Stratton.

The web site was developed at Sparkart LLC under the leadership of president and CEO Naveen Jain.

For complete official rules and prize details, go to Open only to legal residents of the United States and District of Columbia who have a valid driver’s license and are at least age 21 as of April 30th, 2007. Void in Puerto Rico and where prohibited. NO PURCHASE NECESSARY TO ENTER OR WIN. Contest entries must be in by 11.59 pm Eastern Time on July 18, 2007. The contest is sponsored by Droga5 LLC, as agent for New Zealand Breweries Limited. (c) 2007 New Zealand Breweries Limited.

Nick and Pete in Steinlager ad