SAVANNA CIDER: BROKEBACK

	Download original version (size: 870.1 KB; duration: 00:44)
Released:	August 2007
Advertiser:	DISTELL
Brand name:	SAVANNA CIDER
Agency:	DRAFTFCB CAPE TOWN
Country:	South Africa
Category:	Alcoholic drinks

Credits:

Advertising Agency: DRAFTFCB CAPE TOWN, SOUTH AFRICA, Cape Town
Executive Creative Director: Francois De Villiers
Creative Director: Schalk van der Merwe
Scriptwriter: Liora Friedland/Themba Mntambo/Alessandro Betti/Rafe Burchell
Agency Producer: Vanessa Parkin
Account Supervisor: Fiona Braga


Script in English
SFX: Jazz music
MVO: Welcome to another session of 'Lean on Me', with Barman Larry.
Brenton says his friend Dylan returned all ‘brokeback’ yesterday from a camping trip in the
mountains. My gosh Brenton, this sounds severe. He must have received quite a blow and I’m sure the experience has left him weak at the knees.

If he fell face down, he’s likely to have taken even more of a pounding, leaving him extremely uncomfortable. Get him to a hospital where they can x-ray his back and help him recover from this traumatic event. Remind him that cowboys don’t cry and tell his parents what happened so they don’t get a shock when he comes out.

If that doesn’t go down well, give him a Savanna. It’s dry, but he can drink it.
Not for sale to persons under the age of 18.
Brief Explanation
Savanna is one of the best selling and most popular cider brands in South Africa. It uses dry, tongue-in-cheek humour in all its communication. The voice for Savanna is Barman Larry, who dispenses advice on juxtaposed questions and invariably gets it completely wrong.

The objective of the radio campaign was to create brand awareness, and build on Savanna’s well known pay-off line, ‘Its dry, but you can drink it’, to the relevant target of South Africa’s 18-35 year olds.