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- Agency: Saatchi & Saatchi
- Location: Auckland
- Client: Tui (beer)
- Name: Always something brewing
- Category: Ambient, web film
- Why I like it: Just plain fun. Over 2 million views in a few days. Considering that the population of New Zealand is a little over 4 million…I’d say that’s a job well done as far as reach:) Everyone loves a good hidden camera prank. However, what makes this one a little different is that it doesn’t rely exclusively on the “victim” and his reaction…most of the joy here actually comes from seeing the childish, barely restrained glee among the friends that set up the prank! It’s like that feeling in a surprise party (the guest is about to come in…the lights are off…keep it silent…almost here…) you can’t help but to feel a thrill of youthful excitement and joy, and this is what comes through in the video – very contagious! It’s got replayability, and it’s definitely shareable. I think they stumbled a bit on the branding (it should have been much more prominent), but nevertheless I’m a fan. Today is Monday, but it’s the eve of a week-long holiday in China…so a lighthearted beer video is quite fitting!