Hahn unveils first work from Ogilvy
Hahn has unveiled the first campaign from recently appointed creative agency Ogilvy with the campaign aiming to create a closer emotional connection between Hahn drinkers and the brand by positioning it as the drink for the adventurous ‘experience collectors’.
The ad follows a character after he’s quit his job as he lives his life with abandon and throws himself into a wide range of experiences from diving with sharks to overseas travel before finally establishing his own company while narration suggests that the person you are tomorrow is born from the experiences you have today.
https://www.youtube.com/watch?v=sSwE2oLwxXU&feature=youtu.be
The campaign was inspired by Hahn’s own story of four guys taking a risk to follow their passion of brewing beer to create Hahn and is the first work from Ogilvy since winning the account in December.
I like it.
The most uninspiring VO in the history of advertising, yawn.
Love it…thought it was going to be naff but it feels pretty genuine and I reckon it will resonate with a lot of people…as with 99% of advertising it still doesn’t make me want to go out and buy the product though 🙂
I don’t.
mixing alcohol with losing your job or significant other is a horrible idea… alcohol is a depressant, which mixed with stress is a deadly combination. Would it have been such a bad idea to leave the girlfriend walking out or the guy losing his job?
it sucks thats how I saw the ad but I have seen too many young people fall down the trap of alcoholism.
Love it. Builds on from their PR work and Hahn Jump Start competition.
I was interested to know more – shame the website doesn’t seem to be up yet.
Based on his running speed:
A )he would not have been quicker than a wolf
B) he would not have caught that train
Nice ad, but would be more suitable to selling cameras then beer.
Dat Strategy regurgitation tho
Ouch. A long way down from the Mojo days isn’t it….
There is absolutely no correlation between this spot and the product being sold.
“Experience Collectors” sounds like a campaign for a travel agency!
You can’t just tell little heart-warming stories! You need to give people a reason to but the product.
Cool campaign! think this is a great concept
I like how it looks like a moving story board made out of shutter stock images
Say ‘doesn’t make me want to go out and buy the product’ one more time.
People who write this should not be in this industry as they clearly have no idea AT ALL how advertising affects.
Aside from the merits or otherwise of this drivel…
I loved the ‘Super goes in. Superdry taste comes out’.
It worked on so many levels and had the legs to last a very long time.
Why did they change this? WHY?
Whoops your strategy is showing
Everything that’s wrong with advertising today. Zero relevance. Zero regard for brand perceptions and equity. Say something the kids like these days and stick your logo on at the end. Could be an ad for absolutely anything.
Good ad for Sta travel terrible for beer
Did he lose his job and fight with his girlfriend because he was on the Hahns too often ?
god just reading the above comments makes me want to quit my job have a been and run for a train….
What was wrong with the last approach to Super Dry? The old ads made me want to drink beer. The new ads make me want to go overseas.
Unbranded TVC.
Basically a waste of money, because no real human being / consumer would recognise that there is a product involved.
This old dead bloke called David Ogilvy once said: Sell, Or Else.
At least the print ad is well branded.
It feels like it would have been a great hype reel to sell-in the strategy, but it’s just too worthy and tenuous to work as a beer ad. I don’t need to be told what sort of person I am, I just want to know if your beer is good and if your brand is cool. If you’re reading this Lion Nathan marketing people – please just re-run the “super goes in” stuff. It’ll actually work – I promise you.
This is an excellent manifesto film for the pitch to explain the strategy. When are they gonna release the ad?
This does not sell beer. End of story
Same strategy as Wild Turkey, but way, way lamer in execution. A perfect example of creative differentiation between agencies. Don’t know what it says about strategic differentiation, though.
https://mumbrella.com.au/wild-turkey-bourbon-asks-viewers-what-are-you-bringing-to-the-table-in-new-tvc-282407
Mike you’re right, it’s a terrible idea. Absolutely irresponsible.
As for the rear of the campaign, I’m personally eh, but:
Johnny I agree it should link back to the product but I don’t think you need to focus on it. This category isn’t really about the performance of the product anymore (as long as the ethanol still still does its job ;)).
‘me’ I could be wrong but they both seem to rely on/have considered the VALS framework and if so are probably targeting a different psychographic segment.
@anth “This is an excellent manifesto film for the pitch to explain the strategy. When are they gonna release the ad?”
I have to agree.
The ad shows all the potential experiences very literally but falls short of the real insight or emotional connection; those frustrated with the corporate/routine/want to adventure are not looking for a mirror. They are looking for inspiration. I think they’d get more out of sharktank then this ad.
Should be fired and all clients sacked, this wouldn’t have been cheap, gone through hundreds of edits and months of crap and will do nothing for the brand, the business or the declining nature of their dire future.
Wins the awards for shocking partnership between nervous client and an agency that has lost it’s ‘brave’.
The photo that would scare me if I was the brand manager at Hahn SuperDry: https://instagram.com/p/0coSxExzW-/
what is with the music and voice over?
Seeing it out and about, it’s not nearly as bad as many on here are saying.
It asks a simple question “are you an experience collector?”
If in your head you answer “yes” then it suggests (via a large product shot in the corner) that Hahn SuperDry is “for people like you”.
Is it brilliant work? No. But there are definitely worse beer campaigns out there.
[I don’t work for Lion or Ogilvy.]
This illustrates that Louis Vuitton suitcase style multi-channel campaigns fail miserably. The TVC on its own is not the worst thing ever produced and watchable, on the other hand the OOH is terrible.
Seen better.
haha I really didn’t want to like it….but I really did. and yeah it kind of get’s lot’s in the OOH executions