South African Breweries are running an advertising campaign for Castle Lite featuring rapper MC Hammer. We open in an upmarket bar where a customer orders a Castle Lite. The barman quickly discovers that the Castle Lite is far too cold for him to “touch” and a hilarious and elaborate juggling act ensues as the barman fumbles with the bottle. He finally loses his grip on the beer and we see it fly across the bar only to be caught by a bejewelled hand. We discover that this hand belongs to MC Hammer who says “I told you Homeboy – you just can’t touch this.” The spot ends as a bemused patron gives a wry smile and promptly asks the barman for another Castle Lite for his friend. The commercial was filmed in late April on location in Johannesburg and airs from 7 June nationally in South Africa.
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The Can’t Touch This ad was developed at Ogilvy Cape Town by executive creative director Chris Gotz, associate creative director Jacques Massardo, creative group head Gareth McPherson and agency producer Emma Lundy.
Filming was shot by director Greg Gray via Velocity Films with executive producers Peter Carr and Nicola Valentine, producer Helena Woodfine, director of photography Paul Gilpin.
Music is “Can’t Touch This” by MC Hammer, via EMI Music (Master Rights), EMI Publishing (Publishing Rights) and Sheer Publishing (Publishing Rights).