NEWS: Caffrey’s sets latest TV ads in Cuba to keep same idea fresh

Caffrey’s has shifted the focus of its advertising from New York to Cuba as part of a new pounds 8 million campaign that will run over the next 12 months.

Caffrey’s has shifted the focus of its advertising from New York to Cuba

as part of a new pounds 8 million campaign that will run over the next

12 months.



The commercial, through WCRS, is the first since the brand launched last

May with an execution showing a young Irishman finding a quiet corner of

the Big Apple to enjoy his pint and reminisce about home. The new ad

keeps the same idea, but this time switches the action to carnival time

in Cuba.



The film opens with shots of a young traveller wandering through

bustling streets full of scantily clad revellers and seedy onlookers.

However, he is soon stopped in his tracks by a glimpse of a man on a

bike who reminds him of his father.



The film then goes into flashback - as it did in the first spot -

revealing memories of the young man’s native Ireland, where he practised

boxing with his dad.



The ad ends back in Cuba as he realises that the man on the bike is, in

fact, a total stranger. Driven by the vividness of the memories, he

seeks out a bar selling Caffrey’s and savours the moment.



The campaign broke in the cinema last week and debuts on 24 October on

national TV. It was written by Jon-athan Burley, art directed by Ian

Williamson and directed by Jonathan Glazer of Academy Commercials, who

directed the first ad.



The pounds 8 million budget represents an enormous vote of confidence in

Caffrey’s by Bass, which spent just pounds 2.8 million on the brand last

year. The increase is understood to be part of a drive to capitalise on

the beer’s early popularity. WCRS says the brand is already worth pounds

300 million in annual retail sales.



Dan Vivian, the account director at WCRS on Bass Ales, said that the

decision to change the backdrop of the campaign had been taken to keep

the ads fresh.



He added: ‘We could have been conservative because the New York ad was

so successful, but we took this approach because we wanted to keep an

element of challenge in the work.’



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