Hunter's Dry Film Chase the Heat by 140 BBDO Cape Town

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Chase the Heat

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Industry Beers and Ciders
Media Film
Market South Africa
Agency 140 BBDO Cape Town
Director Bruno Bossi
Executive Creative Director Ivan Johnson
Production Egg Films
Released November 2012

Credits & Description

Hunterâs takes you and your friends on a renewed quest for the ultimate refreshment on earth with its new âChasing the heatâ television commercial from 140 BBDO South Africa.
The commercial flighted for the first time at cinemas on Friday 2 November and sees our hero and his chinas back in the desert chasing the sun to keep on experiencing the ultimate refreshment on earth, a refreshing Hunterâs. Our hero (played by Thapelo Mokoena) takes a big gulp of his Hunterâs and says, âAah, a crisp refreshing Hunterâs, makes you want to stay in the heat. But a day is only that long then itâs over. Or is it?â With that he sets off on his mission, along with like-minded friends, to outrun the encroaching shadow of nightfall. As he is about to be engulfed by the shadow, a vehicle resembling a land speed record car pulls up. It is impressive at first glance but is even more so when the vehicle reveals a fully stocked Hunterâs bar at the back.
Our hero wastes no time and joins the lucky few already on board the ultimate Heat Chaser. It blasts off into the desert sun, buying more time in the heat of day. He takes a big gulp and closes, âYou canât chase the heat forever, but you can quench your thirst tryingâ.
Hunterâs global brand manager David Smythe says Hunterâs sets itself apart from other drinks brands by seeking out the heat instead of the cold.
Smythe says the Hunterâs commercial is epic both in its appeal and scale. âThe Hunterâs story is set in the desert not just for visual appeal but because it provides the ultimate torture test for the ultimate refreshment. With a Hunterâs in hand to quench your thirst, youâll want to chase the heat.â
The Hunterâs desert story began in 2007. The now famous âChinaâ reminded us that although Hunterâs will refresh you, it wonât change your world. He then put forward the notion that if millions of âchinasâ took a sip together it might result in global cooling. And snow it did.
Staying topical, the next ad played on the popularity of social networking and the results of millions once again taking a sip at the same time. This time the ocean froze over. These drastic changes in the environment were all tongue in cheek as the promise was always that all Hunterâs did was to refresh you.
When a big beer brand latched onto ice as a benefit the next Hunterâs ad switched to something more personal â friends. Four friends are lost in the desert and the heat and exertion had made them all grumpy. When finding some Hunterâs refreshment they burst into rap and song but remain grumpy. Again our hero shrugs to the camera and says, âYou canât change your chinas, but you can refresh them.â This was the most popular installment of the campaign to date, not surprisingly, as it featured Jack Parow, JR and Thumi, lead singer in Gang of Instrumentals, as the regular and real chinas.
âThe campaign saw huge success and galvanized the brandâs position as the worldâs second largest cider. Its performance also saw it take top honours for its effective creativity by scooping both Gold and the Grand Prix at the APEX Awards in 2012,â says Ivan Johnson, Executive Creative Director of creative agency 140 BBDO.
In the new commercial, although the magnificent âHeat Chaserâ designed by Egg Filmâs art director John Hankin and built by Alex Wheeler threatens to steal the show, itâs the realness and ânot taking it too seriouslyâ tone of the hero that reminds us that itâs just about a refreshing cider. The spot was directed by Bruno Bossi of Egg Films.
Hunterâs is not available to people under the age of 18.
Category: Drinks, alcoholic
Client: Distell
Agency: 140 BBDO
Production: Egg Films
Country: South Africa
Director: Bruno Bossi
Executive Creative Director: Ivan Johnson