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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.