Hahn goes to war on bad taste

A new campaign from BMF for Lion Nathan’s Hahn Super Dry launches on TV this Sunday.

Positioning the low carb brand as “in the spirit of good taste”, it features an important family meal and a highly embarrassing mobile phone ring tone.  

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.”

In this case, a phone tone that might be fine in the pub, isn’t right when you’re sucking up to your girlfriend’s parents.

There is also an accompanying web site, inthespirtofgoodtaste (not live until later today), created by digital agency Holler. Media buying is being handled by ZenithOptimedia and PR by ResPublica.

Creative credits:

  • Creative Agency – BMF
  • 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
  • Director – David Shane
  • Production Company – O Positive (U.S)
  • Production Company Producer – Marc Grill
  • Sound Studio – Song Zu
  • Post-Grade – Andy from Bean Colour
  • Post-Online – Paul from Cutting Edge
  • Music Composer – Tonefarmer (New York)
  • DOP – Anna Howard
  • Editor – Stewart Reeves – Guillotine

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