Tui Plumbing Prank
Tui Brewery and Saatchi & Saatchi have come clean on their involvement in the viral video hit, “Guy finds his house plumbed with beer”. It took months of planning, a team of the brewery’s best beer technicians, an up-for-it plumber, 14 cameras, a heap of kept secrets and a generous helping of fresh Tui beer to turn a house-load of everyday taps into a dream come true. Two videos, 1.41 minutes and 7.08 minutes, were launched on September 17, documenting five men playing a prank in which their friend and his family return home to discover Tui beer flowing from all the taps in the house. Tui will be following the video up with a 90 second edit, and 90, 60 and 15 second television commercials.
Two videos were uploaded to a specially made Youtube channel, LittleJohnnyNZ. The official Tui Youtube channel is LittleJohnnyTui.
Tui on their Facebook page:
“It wasn’t us. Yeah right. Being a savvy rooster with the finger on the pulse of this fine nation, you may have heard about, or seen a video of a bunch of good lads who plumbed their mate Russ’ house with icy cool, delicious Tui beer. Well… the Tui Brewery must now come clean on this one. So how did this all come about? There is Always Something Brewing at Tui, and this idea has been brewing up for a while. Through mates of mates of mates, we teamed up with Sean and the lads to give Russ the ultimate gift – fresh, crisp, cold Tui, pouring beautifully through his house. When the idea was shared with these fine men, they ran with it; Russ never saw it coming, the beer really did run from the taps, and afterwards, the boys enjoyed a couple of quiets to toast their efforts. Big ups to Sean and the lads for making it happen, and of course Russ & Bron, for being such good sports. Isn’t it brilliant when mates get together and a plan comes to life, especially when it results in a couple of beers being enjoyed.”
Corey Chalmers, Creative Director at Saatchi & Saatchi:
“Tui drinkers are clever schemers, and up for a laugh. We also know the boys wouldn’t buy into faking it so we needed to be authentic. We one hundred percent did this for real, and it shows. Luckily, our hero Russ was a master hardcase himself so once the deed was done, he was completely into the idea.”
William Papesch, Tui Marketing Manager:
“At the Tui Brewery, there’s always something brewing, and when we’re not making a quality drop our mission is to give the boys ingenious ways to get together for a few beers. Like all great plans, we’re stoked with how well it all came together and we couldn’t have asked for a better bunch of guys to bring it to life. Even if we now don’t have fingernails after a hair-raising shoot.”
Guy Roberts, Saatchi & Saatchi creative director:
“It went without a hitch, although the plumber did have to make sure it was properly connected so we didn’t feed beer back into the city water supply!”
The Tui Plumbing Prank campaign was developed at Saatchi & Saatchi NZ, Auckland, by executive creative director Antonio Navas, creative directors Corey Chalmers and Guy Roberts, agency producer Anna Kennedy, account team Paul Wilson, Marcelle Baker, Jonathan Bates, Willie Lyons, planning team Murray Streets and Ian Hulme, working with DB Breweries group marketing manager Jarrod bear, marketing manager William Papesch and brand manager Mike Rutledge.
Media was handled by Spark phdiq. Digital work was by Union Digital. Seeding was handled by Giant Media and Porter Novelli International. Public relations was managed by Porter Novelli.