The comedian, Tony Hawks, tries to win a pounds 100 bet by
travelling around Ireland with a fridge in a new TV campaign for Harp
Publicis has produced the two tongue-in-cheek mini documentaries as part
of an effort to push the Guinness-owned brand further towards the
premium end of the lager market.
The company is putting pounds 2.3 million behind the campaign, which
will break nationally on ITV and satellite channels on Tuesday. Media
buying is through MindShare.
The 40- and 20-second spots feature Hawks and his unusual travelling
companion enjoying the delights of rural Ireland. During the journey the
fridge takes on a personality of its own, eating breakfast, taking in
the scenery and even going for a dip in the sea.
The films were written by Paul Quarry, art directed by Jamie Colonna and
directed by Colin Gregg for Eclipse.
The commercials aim to provide a more distinctive positioning for Harp
Irish in the lager market, setting it somewhere between the standard
end, occupied by Bass’s Carling, and the premium sector, typified by
Whitbread’s Stella Artois.
Maggie Jackson, the Guinness business unit manager for ales and lagers,
said: ’We need to build distinctive brand values in an increasingly
cluttered sector to gain long-term loyalty.’
Gerry Moira, the Publicis creative director, said: ’We thought Hawks’s
bet was a very Irish story which fitted well with the brand and we hope
to continue the story with further commercials.’