JUGS by DraftFCB Cape Town for Savanna

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JUGS

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Industry Beers and Ciders
Media Radio
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Francois De Villiers
Account Supervisor Fiona Braga
Production B&S STUDIOS
Released July 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: DISTELL
Product/Service: SAVANNA CIDER
Agency: DRAFTFCB CAPE TOWN
Executive Creative Director: Francois de Villiers
Scriptwriter: Liora Friedland/Rafe Burchell/Alessandro Betti
Agency Producer: Vanessa Parkin
Account Manager: Rochelle Reid/Billy Onozawa
Account Supervisor: Fiona Braga
Advertiser's Supervisor: Malcolm Searle
Production Company: B&S STUDIOS, Cape Town, SOUTH AFRICA
Sound Studio: B&S Studios
Sound Engineer: Arnold Vermaak
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: DRAFTFCB CAPE TOWN, SOUTH AFRICA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Music MVO: Welcome to another session of 'Lean On Me with Barman Larry'. Clive’s annoyed that his friend Terence comes over all the time and doesn’t stop staring at his mother’s jugs. Well crikey, Clive. I’m sure your mother’s proud to show off her jugs and your friend is clearly intrigued by her impressive display. As long as he doesn’t touch them, what’s the harm in gazing at some beauties from a bygone era? In fact, if she knows he’s interested, I’m sure your mom would be happy to take Terence downstairs and show him the rest of her collection. Why not be a good friend, Clive, and get him a Victorian vase, or a nice china teapot to embrace. If that doesn’t go down well, buy him a Savanna. It’s dry, but you can drink it. Not for sale to persons under the age of 18 years.

Brief Explanation
Savanna is one of the most popular cider brands in South Africa. It uses dry, deadpan humour in all its ‘quirky’ communication. The objectives of the radio communication were to create brand awareness and build on Savanna’s pay-off line, ‘Its dry, but you can drink it’. Barman Larry offers his advice, but always gets it wrong, due to the double meaning in the problem, and the fact that he takes everything so literally. The misunderstanding, coupled with his deadpan delivery, give the spots a distinct dry humour that has become synonymous with Savanna.