Host Singapore introduces the 4.5% gentleman in a series of clips for Magners Irish Cider
Host Singapore recently produced a new campaign for Magners Irish Cider, featuring a series of clips themed around the gentlemanly misconduct of the everyday man.
The 10-clip series marks the launch of Host’s integrated campaign for Magners in both Singapore and Hong Kong. The 4.5% Gentleman films take aim at the day-today behaviour of men who make an honest – albeit absolutely minimal – attempt at being a gentleman.
Shot in Singapore and produced by Qrious Lab, the films will be seeded across digital platforms. The first 4 clips were released on 1st July 2015 on the Magners Asia YouTube channel.
“After months of extensive research, we landed upon a single, penetrating insight: being a gentleman is actually quite hard. And being a complete gentleman is effectively impossible,” commented Andrew Hook, Group Executive Creative Director, Havas Creative Group.
“Controlled field trials gave a lot of weight to our hypothesis,” added Stefano Augello, Chief Strategy Officer, SEA. “We tested gentlemanliness according to a range of markers, and found most men were in the 3.8-4.7% Gentleman range. Few even got above 10%. We also used the creative team as human guinea pigs, and their results were frankly abysmal. That’s when we knew we were onto something.”
“So we decided to set a realistic goal for our audience – 4.5% Gentleman,” Hook added. “It’s something all men can muster, with a bit of effort. And the best way to start? By choosing a beverage that’s just a little more civilised than your average lager.”
“With this new campaign, we wanted to encompass what Magners was all about, as well as introduce the brand to a wider audience in both the Singapore and Hong Kong markets,” said Andrew Herd, Marketing Manager, Asia Pacific, C&C International. “We hope to not only gain more traction for Magners with the 4.5% Gentleman campaign, but to also candidly highlight that it is no easy feat being a gentleman in this day and age”.
Credits –
Group Executive Creative Director: Andrew Hook
Creative Group Head (Copy): Michael Tai
Copywriter: Zayed Siddique
Art Director: Keshav Bhat
Creative Technologist: Dillah Zakbah
Group Managing Director: Dan Gibson
Chief Strategy Officer: Stefano Augello
Group Account Director: Genevieve Seah
Strategic Planner: Gereld Khoong
Production Company: Qrious Lab
Director: Farhan Adenan
Director: Dennis Li
Talent: The Wonder Boys
Gentleman 1: Paul Twohill
Gentleman 2: Charles Benedict
3 Comments
Great just what I have been waiting for…a cider for boorish guys with no class.
What kind of positioning is this?
“4.5% alcohol. For the 4.5% gentleman.”
That’s like saying you are a drink for a-holes.
You earned only 4.5% of your salaries this month.
I used to think all beer ads in singapore were crap because of clients like APB.
This creative train wreck made me think twice.
The quality of the agency is also to blame here.