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.