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Kiwi Bloke Pushes Himself for Speight’s Summit Ultra Low Carb Beer

The Sweet Shop - Auckland, 9 months, 3 weeks ago

The Sweet Shop's Mark Albiston directs relatable ad from DDB New Zealand

Kiwi Bloke Pushes Himself for Speight’s Summit Ultra Low Carb Beer

As summer inches closer, many Kiwis are cutting the carbs to get their bodies beach-ready. With this in mind, DDB and Speight’s have teamed up to create a humorous new spot that every Kiwi bloke can relate to. The spot introduces the new Speight’s Summit Ultra Low Carb beer – a genuinely low carb beer that doesn’t sacrifice the full flavour of a lager.

The Sweet Shop-produced advert follows the efforts of a Kiwi bloke as he struggles to get into shape. We see him sweat and wobble through a run, get outperformed the gym, and choke down a questionable green liquid – all in pursuit of shedding some extra weight. At the end of the advert – he rewards himself with a pint of Speight’s Summit Ultra Low Carb beer. 

“Our new beer has 75% fewer carbs than the traditional brew but with all of the flavour,” explains Ben Wheeler, Category Manager, Beer at Lion. “Having a beer, especially a Speight’s, is a part of the Kiwi psyche, even in the pursuit of a healthier lifestyle. We work hard, we play hard and Speight’s is a great reward,” says Ben. 

Filmed in gyms, forests and rugby fields across both the North and South Islands of New Zealand – the advert showcases authentic locations where Kiwis are leading healthy and active lifestyles. The goal was to portray Speight’s Summit Ultra Low Carb beer as a reward Kiwi men can enjoy, with less of the guilt. 

Shane Bradnick, Executive Creative Director at DDB says, “Speight’s is such an iconic brand and known as a true storyteller when it comes to advertising. It’s always enjoyable coming up with a new campaign for a brand that is so synonymous with Kiwi culture. It was interesting taking a slightly different approach for this new product. We shouldn’t have to compromise on our rewards for the sake of progress, and now, we don’t have to.”

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Creative Agency

Creative Agency: DDB New Zealand

Creative Director: James Conner, Christie Cooper

Executive Creative Director: Shane Bradnick

Chief Creative Officer: Damon Stapleton

Executive Producer: Judy Thompson

Senior Planner: Lucinda Sherborne

Account Management: Michael Doolan

Senior Business Director: Jennifer Travers

Senior Producer: Samantha Royal

Planning Director: Rupert Price

Media Agency

Media Agency: Zenith Optimedia

Production Company

Production Company: The Sweetshop

Executive Producer: Fiona King

Director: Mark Albiston

DOP: Lachlan Milne

Producer: Andrew Mauger


Editor: Luke Haigh

Post Production / VFX

Post Production Company: Perceptual Engineering


Sound Design: The Coopers

Category: Alcoholic drinks , Beers

Genre: Comedy , Storytelling