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
As in the film, the action is seen from the perspective of a handheld
The camera moves through the wood, seemingly following something. As it
moves, we see trees that have been split perfectly in half by some
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,