Lionel Richie appears in Tap King ad to ask: Hello, is it beer you’re looking for?

Entertainment icon Lionel Richie performs his classic hit Hello from the back of a fridge in a new ad for Lion Nathan’s Tap King.

The 60 second TV commercial for Tap King created by BMF shows a man opening the fridge longing for refreshment when Richie’s classic hit starts to play. Then as he looks closer, Richie appears at the back of the fridge playing ‘Hello’ on a white piano. As he continues to sing, Richie unveils the Tap King home beer draft dispenser on top of his piano and pours a beer.

The ad, scheduled to air in July, was shot by director Steve Rogers from production house Revolver, and filmed on a custom-built set in Los Angeles over four days.

A marketing campaign including outdoor, digital and PR will be rolled out with the TVC, as well as a series of short videos featuring Chaser co-founder Charles Firth, which have been developed by the White Agency and be distributed via social media channels.

Matt Tapper, Lion’s National marketing director, said: “Tap King is borne out of an opportunity we saw to enhance the ritual of drinking beer at home. Tap King is targeted at men over the age of 30, a group we know appreciate the taste and ritual of draught beer but due to work and family commitments, spend more time relaxing and enjoying a beer at home.

“The creative execution is a perfect introduction to Tap King.”



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