Lion Nathan is launching a new advertising campaign for Hahn Super Dry this weekend, featuring a young man visiting his girlfriend’s family for the first time. The “In The Spirit of Good Taste” campaign features a series of television commercials, an embarrassing ring tone and a web site to house them, www.spiritofgoodtaste.com.au.
A young man is getting along fine with the girlfriend’s family until his mobile phone goes off. What would have been a laugh with his mates at the pub becomes the incident that evokes a plea for good taste, backed up with Hahn Premium Light.
Click on the image below to play the video in YouTube (HD)
According to Lion Nathan: “The campaign is based on the insight that how people define themselves is a constant work in progress: trying different things, clothes, perspectives – and even people – on for size. In this flirtation with different things, some work out, some don’t, but at some point, everyone needs to let some things go to move forward – and these decisions form the judgement of personal taste.”
The Spirit of Good Taste campaign was developed at BMF, Sydney, by executive creative director Warren Brown, creative director Simon Langley, art director Paul Bruce, copywriter Steven Thomson, group account director Nick Garrett, account director Simon Jarvis, account manager Clare Kerlin, head of strategy Jeremy Nicholas, strategic planner Christina Aventi, creative services director Jenny Calcott, TV producer Mandy Payne.
Sound was produced at Song Zu, Sydney. Post production was done at Andy at Bean Colour, and online editor Paul at Cutting Edge. Editor was Stewart Reeves at Guillotine. Music was composed by Tonefarmer, New York.