DDB & Speight’s tackle the carbs

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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 ad 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 ad – 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,” says Ben Wheeler, the beer category manager at Lion.

“It’s always enjoyable coming up with a new campaign for a brand that is so synonymous with Kiwi culture.”

“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.”

Filmed in gyms, forests and rugby fields across both the North and South Islands of New Zealand – the ad showcases 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.

DDB ECD Shane Bradnick said, “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.”


Client: Lion – Speight’s
National Marketing Director: Craig Baldie
Category Marketing and Sponsorship Director – Beer: Ben Wheeler
Marketing Manager – Mainstream Beer: Jane Dempsey
Brand Manager: Geoff Kidd
Assistant Brand Manager: Genevieve Brown
Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: James Conner
Creative Director: Christie Cooper
Senior Business Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Senior Planner: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior Producer: Samantha Royal
Production Company: The Sweet Shop
Managing Director/ Executive Producer: Fiona King
Producer: Andrew Mauger
Director: Mark Albiston
DOP: Lachlan Milne
Offline Editor: Luke Haigh
Post production: Perceptual Engineering
Sound Design: The Coopers


Media: Zenith Optimedia
Digital: Young & Shand
PR: The PR Shop
Events/ Activation: Spur

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