Saatchi & Saatchi introduces the wild man of Capi
New soft drink brand Capi has launched a new campaign created by Saatchi & Saatchi featuring a sinister jungle dweller interrupting hipsters to talk about the hostile environments that inspire the drink.
The “Hard to make. Easy to drink.” campaign was directed by Steve Ayson.
“Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table.” said Ayson.
Capi is owned by Australian restaurateur Pitzy Folk. He said: “The creative took risks and pushed boundaries and I’m blown away with the final product.”
“Great scripts, a great director, great talent and a brave client have come together and we’ve created something the entire agency is very proud of,” said Saatchi & Saatchi ECD, Damon Stapleton.
The campaign is among the most memorable to emerge from Saatchi & Saatchi since Stapleton, CEO Michael Rebelo and executive planning director Jason Lonsdale joined just over a year ago with a brief to turn around the then struggling agency.
The campaign launches this weekend in TV, cinema and digital channels.
Credits:
Client: Capi Sparkling Pty Ltd
- Agency: Saatchi & Saatchi, Sydney
- ECD: Damon Stapleton
- CD: Matt Gillmore
- Creatives: Gene Brutty, Tim Seddon
- Agency Producer: Veronica Alkon
- Production Company: The Sweet Shop
- Director: Steve Ayson
- Executive Producer: Alice Grant
- Editing: Jack Hutchings
- Post: The Refinery
- Sound: Silencio
- Media: Two Hands
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Brilliant, congrats Gene and Tim!
User ID not verified.
Nice work…where will we have the pleasure of seeing that?
User ID not verified.
Ace! Good writing and performances and it makes me curious to try the drinks. Job done.
User ID not verified.
Enjoying seeing all the great work coming out of S&S these days. Keep it up!
User ID not verified.
Very cool. No small amount of Mighty Boosh influence in that lot…
User ID not verified.