BST-BDDP’s executive creative director, Paul Leeves, makes his
directing debut next week with the summer TV campaign for the premium
lager, Red Stripe.
H. P. Bulmer, the brewer of Red Stripe, is pumping pounds 2.5 million
into the ad campaign, which will be concentrated in the northern
television regions where the brand is strongest. The campaign will
feature TV, posters and radio work and the main burst will run from June
to August.
The 60-second film is based on previous work for Red Stripe, shot on
location in Jamaica by the Hollywood director, Spike Lee.
It features authentic Jamaican lifestyle shots and a local DJ pumping
out drum ’n’ bass music. As the film closes, the DJ orders: ’Don’t touch
the dial cos I said so,’ and the endline appears: ’Jamaica. Good and
proper.’
Leeves commented: ’I set out to make a film with a harder edge than the
usual hammock and palm tree offerings we have become used to with
Caribbean products. Red Stripe is a ’strong’ brand that now has a tough
film to go with it.’
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