South Africans will see the launch of a refreshing new campaign from Hunter’s today (Friday, July 1), which moves the brand away from the desert to the heat of the urban environment and introduces a new face for the cider.
25-year-old Fezile Mhkize replaces South African actor and television personality, Thapelo Mokoena, who has handed over the torch after nine glorious years as Hunter’s brand ambassador.
The ‘Bring the Heat’ through-the-line campaign includes a 45-second TV commercial, radio, out-of-home billboards, digital media and trade executions. The concept behind the new campaign taps into a common insight of the hustle of everyday life. South Africans are starting to lose their positive outlook in the face of daily challenges. Hunter’s urges them to embrace the heat that life brings and simply take it in their stride.
In the 45-second TV commercial conceived by 140BBDO’s team of Creative Directors Alexis Beckett and Liam Olding, and directed by Peter Pohorsky of PLANK Films, the characters take on life’s heat to the tune of “Break my Stride” originally made famous by Matthew Wilder.
According to Distell’s Global Marketing Manager for Hunter’s, Maijaliina Hansen: “Hunter’s sees its role as helping to give South Africans a refreshed perspective. We want them to take life’s curveballs and remain upbeat and positive.”
Commenting on Mhkize as the face of Hunter’s in this campaign, Hansen added: “We are selling nothing but real, natural cider. And with real, natural cider comes real, authentic people. Fez, with his disarming honesty, easy confidence, and real and genuine behaviour is as authentic, inclusive and confident as Hunter’s.
“He beat out 11 other ‘#BeTheChina’ finalists and his performance was exactly that which Hunter’s wants South Africans to emulate: real, genuine and able to take the heat. In fact, Fez’s hand gesture towards the end of this spot is a positive one, one that dares life to ‘bring it on’. This gesture and sentiment is used across the campaign to stress Hunter’s message,” she said.
And he must have made Hansen’s heart flutter, when asked why he’d like to be the new China, with the response: “Hunter’s an amazing cider; it’s one that resonates globally and hey, I like how it tastes.”
Highlights from Mhkize’s audition can be viewed here: