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       #Post#: 73--------------------------------------------------
       Steinlager: Pure (2012)
       By: Sylwia Date: January 10, 2018, 12:57 pm
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       When Things Are This Good, Keep It Pure
  HTML https://www.youtube.com/watch?v=5e9pIjPul_k
  HTML http://stoppress.co.nz/news/2012/06/steinlager-pure-and-ddb-catch-a-taika-by-the-tail-for-new-campaign/
       [quote]Since Steinlager Pure was launched in 2007, Lion has used
       big name American actors to endorse the brand, with the likes of
       Harvey Keitel, Willem Dafoe and Vincent Gallo… for the first
       time the new mascot is a Kiwi: successful director, actor and
       all-round funny man Taika Waititi.
       “It was a lot of fun to be involved in the new Steinlager Pure
       campaign, both as an actor and director,” says Waititi, who also
       contributed significantly to the writing of the ad. “I am
       excited to be the first Kiwi front man for Pure and 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.”
       DDB’s managing director Justin Mowday says he’s pretty stoked,
       both to get Waititi on board and with the end result, which was
       filmed in Los Angeles and orchestrated by Waititi’s production
       representatives from Curious…
       About poking fun at Kiwi characteristics in the ad,
       There’s a desire to show that the cultural cringe isn’t what it
       used to be and we’re willing to celebrate successful Kiwis on
       the world stage.
       As Todd Gordon, Steinlager’s marketing manager says: “This is a
       coming-of-age story. 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.”
       Obviously, Waititi, has a signature style, and Mowday says
       everyone agreed that it wasn’t worth getting him on board to do
       the ad if he was just going to be shut down, which meant he had
       a fairly loose leash so he could do his thing.[/quote]
       -->> Obviously, Waititi, has a signature style, and Mowday says
       everyone agreed that it wasn’t worth getting him on board to do
       the ad if he was just going to be shut down, which meant he had
       a fairly loose leash so he could do his thing  - the best way to
       make anything a success ;D
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