Publicis bases spots for Harp Irish lager on quirky attempt to win bet

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 Irish lager.

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

Irish lager.



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.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).