SAB and Ogilvy, like all great friends, have quite a few stories to tell about each other. Amongst the stories of late-nights and getting the impossible done, there’s also tales of celebration. Like in the mid-1990’s when former Ogilvy chairman, Robyn Putter, took a dip in the pond at the Joburg offices to celebrate the return of the coveted Castle Lager account….sans clothes

It has since become a bit of a tradition – when Castle Lager moved from Cape Town to Johannesburg, Julian Ribeiro was made to swim the fish pond as well!

David Ogilvy was a good friend to SAB – once writing that he had “never known any company in any industry in any country that had built so many top brands.

SAB’s brands have become an integral part of South African history and our culture. A lot of the slogans that still resonate with young and old are thanks to Nick Tredoux – copy writer extraordinaire. He coined such phrases as “The taste that stood the test of time” and, of course, “Somewhat dry, somewhat bitter, never sweet.

All these memories were combined for a special commercial celebrating this enduring friendship. Ogilvy’s gift to SAB. It features favourite moments from the past 50 years, condensed into one beer-fuelled tour de force…

Patrick Kenny, who runs through the streets of New York to bring his mates some Castles, remembers filming it with a skeleton crew and director Giaco Angelini. While in the middle of the shoot, a family from Durban walked right into it to ask for Patrick’s autograph.

It turned out that the Naidoos, from Chatsworth Durban, were on holiday with family living in the US, and happened to be fans of my comedy radio show on East Coast Radio. So the crew graciously paused the shoot and allowed the Naidoos to pose with me for some pics.

“The American crew were suitably impressed with all of this and reckoned I was obviously ‘veery big in South Aaafrica’.

Running through NY streets isn’t for sissies and Patrick was almost run over twice – the first time during the very first shot of the ad!

The second time was as I did the big ‘illegal crossing’ or ‘jay walking’, through the Times Square traffic. I had just run around the front of an ambulance when I nearly got hit by a taxi, in the clip you can see me glancing at the taxi before I start running again. All the while, this guy was swearing something terrible at me!”

So here’s to (at least) 50 more great years! Inqaba!

For over 50 years, starting way back in the 60s, the relationship between South African Breweries and Ogilvy has contributed to building some of this country’s most famous brands. It’s truly a friendship that has stood the test of time!

To celebrate this enduring relationship, we’ll be posting a few of the iconic ads we’ve made together over the years, starting with this retro beauty. “Brewmaster” (1978) is the very first commercial we produced for Castle Lager.

The late Nick Tredoux wrote the famous pay-off line, the Taste that Stood the Test of Time, and introduced South Africans to Charles Glass and his celebrated Society.

Castle Lager – Brewmaster (1978) from Ogilvy South Africa on Vimeo.

 

The production house was James Garrett who came out from London to make the commercial. Television had only been in South Africa for two years, so local production facilities were limited.

For more great stories about this friendship – follow the #SABOgilvy50 hashtag.

SAB and Ogilvy, like all great friends, have quite a few stories to tell about each other. Amongst the stories of late-nights and getting the impossible done, there’s also tales of celebration. Like in the mid-1990’s when former Ogilvy chairman, Robyn Putter, took a dip in the pond at the Joburg offices to celebrate the return of the coveted Castle Lager account….sans clothes

It has since become a bit of a tradition – when Castle Lager moved from Cape Town to Johannesburg, Julian Ribeiro was made to swim the fish pond as well!

David Ogilvy was a good friend to SAB – once writing that he had “never known any company in any industry in any country that had built so many top brands.

SAB’s brands have become an integral part of South African history and our culture. A lot of the slogans that still resonate with young and old are thanks to Nick Tredoux – copy writer extraordinaire. He coined such phrases as “The taste that stood the test of time” and, of course, “Somewhat dry, somewhat bitter, never sweet.

All these memories were combined for a special commercial celebrating this enduring friendship. Ogilvy’s gift to SAB. It features favourite moments from the past 50 years, condensed into one beer-fuelled tour de force…. Continue reading

Up until recently, a nation of passionate, highly knowledgeable soccer fans have been passive coaches. They’ve shouted from their living rooms and from their stadium seats, only to have their advice fall on deaf ears.

But then Zamalek changed everything. During June and July, Black Label drinkers got to be the coach as Kaizer Chiefs and Orlando Pirates went head to head in the Carling Black Label Cup.

Renowned coach and soccer personality, Ruud Gullit , endorsed this world-first sporting innovation from Ogilvy Cape Town. “Fans know their teams better than anyone else in the world and it’s about time their voices are heard.”

Director  :  Ian Chuter

Production House  :  Platypus Productions < http://www.platypus.co.za/>

Creative Group Head  :  Jonathan Lang

It was a weekend filled with dancing, prancing (mostly from The Hoff who hosted Sunday night’s shindig) and honouring great clients.  It’s being heralded by many as one of the best Loeries to date.

Strong work for some of South Africa’s favourite brands, including Volkswagen, Cadburys and Multichoice, added up to the 24 Loeries now nesting at our offices, and Ogilvy South Africa pay tribute to these clients that have helped to shape this work.

The Grand Prix winning Volkswagen campaign by Ogilvy Cape Town, which saw a silent marching band take to the streets of Cape Town to simulate the feeling drivers would have in the Golf 6’s silent cabin, also picked up a Gold Loerie in the Live Activations category.

Silver Loeries went to Cadburys Lunch Bar “Voice Over” commercial, staring Sgt Larvelle ‘Motor Mouth’ Jones from the Police Academy….

Kraft Foods’ digitally-led “Heart Gingers” campaign for Stimorol also took home a Silver birdie…

Multichoice’s “Believe in Magic” campaign was a multiple winner, rewarding the client and agency’s shared vision to produce South Africa’s first ever campaign that combined 3D, Animation and Live Action.

Congrats to all the winners you inspire us and remind us that this industry is not about being a hater!

Here’s to another year of great ideas, great parties, not to memtion watching Saturday’s host, Riaan Cruywagen on the news.

Up until recently, a nation of passionate, highly knowledgeable soccer fans have been passive coaches. They’ve shouted from their living rooms and from their stadium seats, only to have their advice fall on deaf ears.

But then Zamalek changed everything. During June and July, Black Label drinkers got to be the coach as Kaizer Chiefs and Orlando Pirates went head to head in the Carling Black Label Cup.

Renowned coach and soccer personality, Ruud Gullit , endorsed this world-first sporting innovation from Ogilvy Cape Town. “Fans know their teams better than anyone else in the world and it’s about time their voices are heard.”

 

Director  :  Ian Chuter

Production House  :  Platypus Productions

Creative Group Head  :  Jonathan Lang

It was a weekend filled with dancing, prancing (mostly from The Hoff who hosted Sunday night’s shindig) and honouring great clients.  It’s being heralded by many as one of the best Loeries to date.

Strong work for some of South Africa’s favourite brands, including Volkswagen, Cadburys and Multichoice, added up to the 24 Loeries now nesting at our offices, and Ogilvy South Africa pay tribute to these clients that have helped to shape this work.

The Grand Prix winning Volkswagen campaign by Ogilvy Cape Town, which saw a silent marching band take to the streets of Cape Town to simulate the feeling drivers would have in the Golf 6’s silent cabin, also picked up a Gold Loerie in the Live Activations category.

Silver Loeries went to Cadburys Lunch Bar “Voice Over” commercial, staring Sgt Larvelle ‘Motor Mouth’ Jones from the Police Academy

Kraft Foods’ digitally-led “Heart Gingers” campaign for Stimorol also took home a Silver birdie…

Multichoice’s “Believe in Magic” campaign was a multiple winner, rewarding the client and agency’s shared vision to produce South Africa’s first ever campaign that combined 3D, Animation and Live Action.

Congrats to all the winners you inspire us and remind us that this industry is not about being a hater!

Here’s to another year of great ideas, great parties, not to memtion watching Saturday’s host, Riaan Cruywagen on the news.

SAB_OgilvyTen years ago Rob van Vuuren, Pierre Malherbe, Alan Committee and Castle started a trend.

Avid cricket fans will remember the guys copying their strategy – always with the same result: not drinking Castle at the game just isn’t cricket.

In 2003 SA hosted the Cricket World Cup and as a sponsor of the Proteas, Castle proved that you don’t have to be at the game to enjoy a cold one or truly support your country.

Thousands upon thousands of encouraging messages for the team were made into an enormous flag that became the star attraction in this ad.

TV Producer at Ogilvy, Esme De Miranda, has worked on the SAB account for more than 30 years and was closely involved with the production on this TVC….

“We had to hire a special helicopter that could carry the weight of this enormous flag to fly across Newlands”. We just thought that if SAA could fly over Ellis Park, then why can’t we do this? We literally had a 15 minute window to be fly around the stadium and film it to make it part of the commercial and had to get permission from so many people…but we did it!”

Ten years ago Rob van Vuuren, Pierre Malherbe, Alan Committee and Castle started a trend.

Avid cricket fans will remember the guys copying their strategy – always with the same result: not drinking Castle at the game just isn’t cricket.

Castle Lager – Cricket Whites (2001) from Ogilvy South Africa on Vimeo.

In 2003 SA hosted the Cricket World Cup and as a sponsor of the Proteas, Castle proved that you don’t have to be at the game to enjoy a cold one or truly support your country.

Thousands upon thousands of encouraging messages for the team were made into an enormous flag that became the star attraction in this ad.

Castle – Flag (2003) from Ogilvy South Africa on Vimeo.

TV Producer at Ogilvy, Esme De Miranda, has worked on the SAB account for more than 30 years and was closely involved with the production on this TVC….

“We had to hire a special helicopter that could carry the weight of this enormous flag to fly across Newlands”. We just thought that if SAA could fly over Ellis Park, then why can’t we do this? We literally had a 15 minute window to be fly around the stadium and film it to make it part of the commercial and had to get permission from so many people…but we did it!”

In 1995 Castle welcomed visitors to our shores with their series of “Friendship” ads, teaching everyone to ask for “inqaba” when they wanted another round of their favourite beer.

Fast-forward to 2010 and Castle once again threw open the welcome mat. In “Bula Boot”, homegrown icons encouraged South Africans to open their hearts, boots and Castle’s to welcome the world in true Mzansi style.

Castle Lager – Bula Boot from Ogilvy South Africa on Vimeo.

A year before kick-off, Bafana Bafana were a long way from looking like contenders. Castle Lager knew that whatever happened, we had to get behind our team. And so the Castle Superfans were created.

They were some of the most ardent and colourful PSL team supporters, brought together in Bafana colours, to unite the nation behind our boys….

Soon, the Castle Superfans were everywhere. They toured the country – and the world – rallying support for Bafana, attending every match, and generating phenomenal national spirit.

Directed by Michael Middleton from Jump SA, the ad cemented “Inqaba” in the hearts & minds of beer-lovers across the country.

Castle Superfan from Ogilvy South Africa on Vimeo.

Tomorrow they might be back in their old colours when Chiefs take on Pirates, but their legacy lives on in the millions who now love Bafana and the beautiful game.