Euro RSCG produces Blair Witch Project pastiche for Hooch Light

Euro RSCG Wnek Gosper is aiming to reinvoke the horror of The Blair Witch Project in its debut TV ad campaign for Hooch Light.

Euro RSCG Wnek Gosper is aiming to reinvoke the horror of The Blair

Witch Project in its debut TV ad campaign for Hooch Light.



The ad aims to continue the sharp positioning of previous campaigns for

the parent brand, Hooch. It is set in a wood in the middle of the

night.



As in the film, the action is seen from the perspective of a handheld

camera.



The camera moves through the wood, seemingly following something. As it

moves, we see trees that have been split perfectly in half by some

powerful force.



Finally, the camera catches up with its prey. Standing on a log in a

clearing is an empty bottle of Hooch Light, with the caption: ’Half the

calories. Still as sharp.’



’Christmas is an important period for Hooch,’ Ian Maynard, deputy

managing director of Euro RSCG, said. ’Light, a new half-calorie variant

of the parent brand, enables drinkers to enjoy the same Hooch experience

but without the guilt of calories.’



The ad, which was written by Paul Copeland and art directed by Simon

Haynes, breaks on Friday and runs for three weeks.



It was directed by John Maginn through Great Guns. Media is by BBJ.



Bass Brewers launched the variant in July this year and claims that it

is selling about one million bottles per month.



’There is almost a whole lifestyle that goes around low-calorie products

like soft drinks and food but there is very little choice when it comes

to alcohol. We wanted to give our customers the opportunity to have

double the fun for half the calories,’ Bass’s spokesman, Stuart Cain,

said.



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