CAMPAIGN NEWS; Seconds Out!; The story behind Steinlager's knockout new tvc.

The NZ beer business, god bless it, has been a standard-bearer for homegrown creativity on television since 1992 when the rules changed to allow brand ads.Humour, of course, is fundamental to so much great beer advertising both here and abroad, and long may it remain so.Of more significance here,

though, is that NZ beer brands on TV (with a leg-up from Mainland & Toyota and, just lately, John Tamihere) have brought us the 'new masculinity', redefining the popular image of mateship, quiet heroism, and what it means to be a Kiwi bloke.Which brings us to the new TVC out of Meares Taine for Lion Nathan's iconic Steinlager brand. The focus for Steinlager Boxer, which went to air at the beginning of this month, is firmly in the man-alone masculine mould. Like most Steinlager advertising in the past, it seeks to extend its ownership of the serious territory outside a category awash with generic humour.It features - entirely in heroic black & white - a young NZ boxer and the places and people who give him strength in the lead-up to the biggest fight of his life. "He is," says Meares Taine's Josh Lancaster who, with Jamie Hitchcock, created the ad, "the physical embodiment of the Steinlager tagline, 'Know who you are'."It's based on the values of passion, strength, commitment, mana, courage, sacrifice and, ultimately, success. It's intended to take Steinlager beyond its association with the All Blacks, and say more about the total brand positioning."It was filmed in and around Auckland and the west coast beaches by Motion Pictures director Dennis Hitchcock, with Declan Cahill as producer and emerging talent Aaron Morten as DOP, after a pitch involving three other directors.The casting brief sought an actor who delivered against the notion of 'premium hard man', who needed to be honest and staunch; not big - but a battler who believes in himself. "We found the perfect guy," says Lancaster, "in an actors casting session."He had 'the look' and when asked if he had any boxing experience, he replied casually, 'I won gold at Manchester, if that helps'."To shoot an ad that felt quintessentially Kiwi without the usual cliched cues, Hitchcock used two camera rigs on the beach scenes, with one dedicated to the capture of supporting west coast ambience - a seagull testing a blustery onshore wind, a massive swell retreating down kelp-draped rocks.The only audio is The Beloved's Deliver Me, re-recorded by Liquid Studios with the vocals delivered by the same Freddie Mercury impersonator who kept the troops entertained at the Magazine Awards earlier this year."This track played a big role in the development of the script, with each being worked on in tandem," says Lancaster. "Despite being quite slow, the track intensifies the power of the ad, drawing us in to our boxer's oasis of calm in a world of screaming mouths and jarring bright lights."I can't emphasise enough how great it was to play this track at script level. It was invaluable in getting everyone onto the same page."The ad lays the foundation for an integrated campaign that will include a consistent look on-pack and at point of sale.THE MAKING OFBy Dennis Hitchcock Dream brief, fantastic script, knockout soundtrack. We have all heard these cliches. Refreshingly in this case it was true.The track played to us with Jamie reading the script did it for me. Goose bumps at such an early stage. I had to get this gig, this script was definitely in the 'rocking horse' department. The creatives were incredibly passionate with their idea, and I could see straight away this was a great direction for the brand to go.The track is so powerful, this could be very special. The buzz did not abate. Who would shoot it? What about the leads? Fortunately, everyone I talked to felt the same. Aaron was into it straight away, Stu and my Australian casting director, all fizzing, no wonder. Two units, great talent and serious enthusiasm from every department. Shot over three days, starting with the boxing sequences, shit weather, but hey, that will work, no gratuitous close-up pack shot and some immaculate knife work from Monsieur Lods.'Know who you are' - an ethos that started the process and continued from client to agency to crew. More please.- dennis@mopix.co.nz