Media Release 29 June 2012
Steinlager Brings Its Ad Home
The next ad campaign for Steinlager Pure will be launched this Sunday (1st July) during TV One Sunday Theatre, after a
hiatus on our screens.
The campaign charts a fresh take for the brand, but within a familiar framework. As before, the ad acknowledges our
great country’s achievements, but this time in a unique way, with an injection of Kiwi humour.
A celebration of New Zealand, the story is told for the first time by a New Zealander who has had the opportunity to
live and work overseas and truly appreciate how lucky we are as a nation – Taika Waititi.
Previous Steinlager Pure campaigns have featured New Zealand as interpreted by Americans Harvey Keitel, Willem Dafoe and
Vincent Gallo.
“It was a lot of fun to be involved in the new Steinlager Pure campaign, both as an actor and director. I am excited to
be the first kiwi front man for Pure and it was a lot of fun making the ad. It was exciting bringing my style of comedy
to the brand and celebrating how good we have it in New Zealand, in a slightly unique way,” says Waititi.
Taika, who features as the main actor, also directed and contributed significantly to the writing of the ad. A
successful, talented and proud New Zealander, Taika has been extremely passionate about this project and the end result
is an entertaining display of his skills and another bold step forward for the iconic Steinlager Pure brand.
“This is a coming-of-age story”, says Todd Gordon from Steinlager. “We’ve developed a newfound confidence in our place
in the world and this new campaign reflects that. Taika is a Kiwi succeeding on the global stage and we’re proud of him
and other Kiwis that are achieving internationally. We’ve come a long way as a nation, and can now pat each other on the
back when we do well, and this new instalment of Pure is a reflection of this.”
The Steinlager Pure ad will also be previewed to Steinlager’s facebook fans earlier at 3pm on Sunday www.facebook.com/Steinlager
ENDS