Hahn Super Dry is being presented as the beer full of masculinity in “Pioneering Beering”, a television commercial with the tag line, “Super goes in. Superdry taste comes out.” This visual-effects heavy TVC depicts a hyper-stylised Hahn Super Dry brewery where the ‘superness’, represented by a series of unorthodox influences, is infused and brewed into the beer at every stage of its creation. Body builders crush the grains, before they roll through a stream of Bruce Lee movies, into a tremendous drum solo, past a panther pet, through the biggest glitter Elvis outfit you’ve ever seen, trickling over 1st place trophies, and then out to a waiting helicopter. All set to the tune of Knight Rider. Hahn Super Dry “Pioneering Beering”.
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The Pioneering Beering ad was developed at Publicis Mojo, Sydney, by executive creative director Micah Walker, copywriter Justine Armour, art director Ruth Bellotti, group account director Deanne Constantine, agency producer Adrian Shapiro, strategy team Graham Ritchie and Nicole Milward.