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A new television commercial from the category breaker, Hunter’s EDGE, travels through the ages to challenge the traditional methods of beer making.
A new television commercial from the category breaker, Hunter’s EDGE, travels through the ages to challenge the traditional methods of beer making.

Hunter’s Edge launch their new TVC

BRAND ACTIVITY

Issued by hyh - Nov 23rd 2017, 10:10

A new television commercial from the category breaker, Hunter’s EDGE, travels through the ages to challenge the traditional methods of beer making. Hunter’s EDGE is a premium cider with a drinking satisfaction of hops, formulated to challenge the status quo of the traditional beer world and inject a rejuvenating drinking experience to any occasion.

The commercial delivers a message through the reinvention of hops, that consumers should be liberated to change the status quo and find innovative solutions. The brand has positioned itself as a preferred choice for those willing to explore the new and unconventional, be bold individuals and confident to choose both the crisp refreshment of cider and the easy drinking taste of hops.

According to Morne van Greunen, Hunter’s Marketing Manager “The TVC communicates how EDGE has reinvented the hop from the traditional world of beer into the refreshing world of cider.”

The commercial’s opening scene is a monk pouring freshly harvested hops into a bag, as the camera pulls way, we are teleported 100 years later to a moving portrait of a burly German man in lederhosen as he contemplates a hops bud while rolling it between his fingers.

The commercial once again progresses another 100 years to a buxom maid, laden with tankards in each hand. To introduce EDGE, the TVC cuts into a refreshing moment involving a hop exploding into a golden cider liquid and then imploding back on itself into a Hunter’s Edge bottle, followed by the end scene with a group of young contemporaries enjoying EDGE in an unexpected setting while sitting on a blue couch.

The commercial produced by BBDO took two days to shoot around various sites in Cape Town which include historical buildings such as Rhodes House (the former headquarters of the Club Of Cape Town), The Kimberley Hotel and the Crypt, a beautiful Jazz club below the St George’s Cathedral. The end scene featuring our millennial contemporaries was shot at Green Point Park.

The TVC is directed by the renowned film director Fausto Becatti and produced by Daniel Kaplan from Bioscope Films. You can expect to see the TVC on all national TV stations and YouTube.


 

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