No way, they've got Jack Black!

There are certain gems that I appreciate till the very last drop. One such gem, goes by the name of Jack Black Beer. This micro-brewed beer has enjoyed my top of mind awareness ever since I was introduced to it, little over a year ago. Every time I find Jack Black at a restaurant, I get somewhat excited (well, pretty much like those guys in that Heineken TVC). Simply put, I shout out loud (in my mind, of course):

No way, they've got Jack Black!

Jack Black is certainly my preferred draught to order. It's exclusivity intrigued me, so I did a bit of research on the brand. I found that Jack Black Beer is a local initiative, in fact, it's brewed in the Western Cape.

As I haven't really seen any advertising for the brand, I decided to scamp up a few ideas using my No way, they've got Jack Black! notion as a concept base.

Let's call these Jack Black scamps, The No Way Campaign. The campaign will launch with the initial print ads, then the radio spot followed by the television commercial.

Print

 

Radio

Television

Open on a viby club scene with two guys standing at a crowded, trendy bar. As the camera moves closer to focus on them, the one Guy notices something and stares directly at the screen (viewer). He squints his eyes, trying to get a better look.

He tries to get his Friend's attention by bumping him, while he's struggling to speak due to overwhelming excitement. He keeps looking directly at the screen, then points and shouts:


Guy:        (excited; can barely contain himself)

 
Look, look, look!


But, the Friend doesn't know what to look at, so he casually asks with a confused expression:

Friend:    (confused)
   
Look at what?

The Guy points again.

Guy:        (quick response; hysterically excited)

Look there!

The Friend turns around, his eyes glance over the screen, but he doesn't notice anything. The Guy is hysterical at this stage, as he can't contain his excitement anymore. The problem is, the more excited he gets the harder he finds it to verbalise what he's looking at. Eventually, he manages to get these words out:

Guy:        (overwhelmed; finds it hard to put to words what he is seeing)

I... I can't... I can't believe my eyes...

The Guy keeps looking at the screen and smiles. The Friend keeps his nonchalant attitude, although he does look a little concerned. He asks the Guy in a calm and collected way:

Friend:    (nonchalant; yet inquisitive)

What are you on about, man?

The Guy prepares himself to break the news to his Friend. This is the big build up, and he is trying really hard to find the correct words. He manages the following:

Guy:        (lots of effort; struggles)

They... they've got...

Then suddenly, the Friend turns his head towards the camera again and finally notices (although he doesn't know that it is what the Guy intended to show him). His face lights up as he interrupts the Guy:

Friend:    (surprised and excited; emphasise No Way)
 

No way, they've got Jack Black.

The camera moves a bit back, revealing a beer tap.  The two guys are blurred into the background, in order to focus on the beer tap as the hero. The logo is prominent: Jack Black. The announcer states the following while the camera focuses on the beer tap:

ANNCR:    (similar to the movie man voice)
 

Yes way. Jack Black's premium micro-brews are made in small batches, using only the finest natural ingredients to ensure refreshing quality.

Fade out to black, with the Jack Black logo superimposed on the blank background.

ANNCR:    (pay-off line; emphasise No Way as if he's really surprised)
 

Jack Black. Premium Beer.

End.
 

Then, after the introduction of the brand into the market, posters will be put up in places that stock Jack Black Beer. People who have seen or heard the ads, will get it immediately.