RUG MUNCHER by DraftFCB Cape Town for Savanna

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RUG MUNCHER

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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 August 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/Alessandro Betti/Rafe Burchell
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 Studio
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'. Declan found out his sister’s a rug muncher and he’s not sure if he should address the issue. I’ve heard of the odd pillow biter but this is wild, Declan. She probably tried it one night with a friend and found it surprisingly satisfying. I understand you might be flabbergasted as it’s not an easy thing to digest, but perhaps your sister has a dietary deficiency and finds the added fibre really hits the spot. I suggest you support whatever tickles her fancy and get her a nice hairy Persian, or even a flokati. If that doesn’t go down well, get her 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.