AUCKLAND, Today: Kiwi music legend Dave Dobbyn’s 1986 hit Slice of Heaven is the inspiration behind Steinlager Tokyo Dry’s latest campaign, a recreation of this iconic New Zealand song in a uniquely Japanese way.
The campaign is an energetic and colourful 90-second display of all things Japanese, created by DDB New Zealand.
Featuring an arrangement of contemporary and traditional sounds from Karaoke, J-Pop, and Electropop to the traditional instruments of Shamisen and Taiko drums, the track is fresh and modern but still undeniably recognisable as the Kiwi hit. The remake was composed and produced by Kiwi, Cam Ballantyne of Beatworms.
Launched in 2016, Steinlager Tokyo Dry is a balanced premium lager in the refined style of Japanese beer, mixing the best of New Zealand raw ingredients with true Japanese brewing mastery.
DDB CCO Damon Stapleton said: “The beer showcases what happens when New Zealand meets Japan, as does the new Slice of Heaven remake.
“We loved the idea of taking something so iconic and recreating it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.”
Seeing the spot for the first time, Dobbyn said he loves how the essence of his song has remained true while being transformed through the lens of a completely different culture.
“When I wrote the lyrics ‘da da da’ I never imagined them to be some of the best lyrics I’d ever written, and that 33 years later Slice of Heaven would still be so catchy and recreated in this way. I’m impressed with how all the sounds have come together!”
Stapleton says they wanted to emotively convey the simplicity of what Steinlager’s Tokyo Dry beer stands for – New Zealand meets Japan.
“Slice of Heaven is an unmistakable Kiwi classic that still conjures so much feelgood, singalong enthusiasm from New Zealanders young and old. We loved the idea of taking something so iconic and recreating it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.”
Dave Pearce, Brand Director of Domestic Beer & Craft at Steinlager says, “It’s been a lot of fun to take a tune that’s ingrained in all our minds and remake it in a way that presents it in a new and exciting form. Shooting the campaign in Tokyo allowed the team to do this in a really authentic, interesting way, and we had some great Japanese talent to work with to make this possible. This track perfectly embodies Tokyo Dry.”
Steinlager Tokyo Dry’s new campaign will roll out across TV, cinema and digital channels, with a supporting street poster and billboard campaign.
Client: Lion New Zealand
National Marketing Director: Craig Baldie
Brand Director – Domestic Beer & Craft: Dave Pearce
Brand Manager – Steinlager: Kate Abercrombie
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: James Conner; Christie Cooper
Lead Partner: Jennifer Travers
Senior Business Manager: Michael Doolan
Executive Planning Director: Lucinda Sherborne
Executive Producer: Judy Thompson
Senior TV Producer: Samantha Royal
Production Company: Goodoil
Executive Producer: Mark Foster
Business Director: George Mackenzie
Director: Joel Kefali
Producer: Andrew Mclean
Line Production: Mr Positive
Line Producer: Peter Grasse
DOP: Germaine McMicking
Offline Editor: Mark Burnett @ The Editors
Colourist: Dave Gibson
Online: Stu Bedford @ The Machine Room
Music Arranger / Producer: Cam Ballantyne, Beatworms
Slice of Heaven written by Dave Dobbyn, published by Native Tongue
Music Licensing: Jonathan Mihaljevich, Franklin Road
Dave Dobbyn Management: Lorraine Barry
Media: Zenith New Zealand
Managing Director: Stuart Rutherford
Group Business Director: Andrea Long
PR: The PR Shop
Director: Pippa Lekner
Group Account Director: Alisa Keall-Grant
Share this Post