Steinlager taps NZ’s incredible 7 1/2-minute man

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Steinlager Pure has unveiled a new campaign built around NZ’s world record-holding free diver William Trubridge. The campaign, which includes a TVC and posters, started yesterday.

Our coverage includes the TVC, behind-the-scenes footage, and three posters.

Trubridge, who is based in the Bahamas, holds the current world record for an unassisted free dive.

In 2011 – operating on a set of lungs that have been trained to hold 8.1 litres of air (average is around 6 litres) – he set the new record of 101 metres.

“The appeal of free diving is how different it is to any other sport,” Trubridge says. “The fact we’re completely immersed in liquid; a single breath, the weightlessness, the absence of sounds, the dullness of the colours … everything is subtracted.”

At 100 metres deep, there’s no light, sound or gravity as we know it – everything is stripped away, leaving just the diver and his mental strength, stamina and resilience.

“The way William describes his sport underlines the parallels in his pursuit for purity with our own Steinlager Pure,” said Steinlager senior brand manager Michael Taylor. “No extraneous ingredients, just absolute simplicity at its best, from the world’s purest place.

“And, like William, Steinlager is uncompromising in its quest to be the best lager in the world.

“We’re excited to get behind Will as he continually trains and challenges himself in his sport. He’s an amazing New Zealander doing outstanding things on a world stage – he epitomises the indomitable Kiwi spirit, and we are excited about giving William the recognition he deserves by encouraging the support of the nation.”

Though he has a global reputation for his free diving success (a Google search shows 213,000 hits), William Trubridge is relatively unknown in his home country of New Zealand. He is the son of globally renowned lighting and furniture artist Havelock North-based David Trubridge.

William Trubridge & Free Diving Quick Facts:

  • Trubridge is based in the Bahamas, living near a massive underwater sinkhole called Dean’s Blue Hole, a 200 metre deep cavern that’s perfect for free diving.
  • The pressure at the depths he dives to could easily crush untrained lungs.
  • Adrenaline can work against a free diver, so instead of psyching himself up before a dive, Trubridge must calm himself to control nerves and anxiety and feel completely relaxed in order to conserve oxygen.
  • He practices meditation and yoga as part of his training.
  • He can hold his breath for seven and a half minutes (the average is around one minute).
  • 40 people die each year from free diving accidents.
  • At a depth of 50 metres, a free diver will have a lung volume only one sixth that of its volume on the surface.




Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Senior Art Director: James Conner
Senior Copy Writer: Christie Cooper
Group Account Director: Scott Wallace
Senior Account Manager: Jonathan Rea
Head of Planning: Lucinda Sherborne
Planning Director: Rupert Price
Agency Executive Producer: Judy Thompson
Agency Producer: Rosie Grayson



Marketing Director: Craig Badlie
Category Director: Ben Wheeler
Senior Brand Manager: Michael Taylor
Assistant Brand Manager: Alison Futcher
Media: ZenithOptimedia
Production Company: ROBBER’S DOG
EP: Mark Foster
Director: Adam Stevens
Producer: Helen Hendry
DOP: Pete Zuccarini
Post Production: BLOCKHEAD
Editor: Tim Mauger
Colourist: Vincent Taylor
Online: Stefan Coory
Composer: Cam Ballantyne
Sound Mix: Jon Cooper

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