Lowes’ first Labatt’s Ice spots use public information theme

Lowe Howard-Spink has created a series of public information film-style ads in its debut work for Labatt Ice beer.

Lowe Howard-Spink has created a series of public information

film-style ads in its debut work for Labatt Ice beer.



Two 40- and one 30-second ads illustrate the dangers of drinking in cold

isolation versus the safety of drinking in the warmth with friends. They

all have the endline, ’Technically the coolest beer in the world’, and

flash a hotline number.



In the first ad, ’info/intro’, the narrator takes us through a variety

of situations showing where it is - and isn’t - safe to drink the

lager.



’This is OK,’ he explains, over a shot of a man standing in a parched

desert, ’but this is extremely dangerous,’ he continues, as the man

stands on a cold, grey beach dressed only in his pants.



Later, we see the hero at a swinging party, worrying as goose pimples

break out on his arm. ’Don’t panic and follow the safety procedure,’ the

narrator says. Soon, the worried drinker is swaddled in woolly jumpers

while the other guests are left standing in their underwear.



The second spot, ’worries’, opens with the same man surrounded by

friends grooving at a disco. ’If you do not have any friends,’ the

narrator warns, ’our advice is to ask a neighbour to keep you warm. If

you have no neighbours, write a letter addressed to yourself, and when

the postman arrives, hug.’



A kind postman pulls up on a bicycle and hugs the nervous drinker.



The third, ’T-shirt’, shows drinkers wearing a specially designed

T-shirt with handprints on the back showing people where to hug.



The ads were written by Charles Inge and produced by Traktor through

Partizan. The director of photography for the films was Freddie Francis.

Media planning and buying is by Motive.



The commercials break on Saturday and run for six weeks on national

terrestrial and satellite TV.