Smithwick’s launches first TV ad campaign in 7 years

The 60-second TV spot follows the Smithwick's squirrel at the brewery.  
The 60-second TV spot follows the Smithwick's squirrel at the brewery.  

After a seven year break from TV advertising, Smithwick’s is launching a major new integrated advertising campaign across TV, print, digital, PR and trade on the island of Ireland.



12 July 2013

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The new campaign, created by adam&eveDDB, stars a beer-making ‘Smithwick’s squirrel’ alongside a new strapline for the 300 year-old brand: ‘Experience. It’s what you do with it that counts.’  

“The work aims to grab the attention of craft beer drinkers and position the Smithwick’s brand as the leader of quality ale by using a distinctive ruby-red squirrel to bring to life 300 years of craftsmanship,” stated Diageo Ireland.

?The 60-second TV spot follows the Smithwick’s squirrel at the brewery.  After the Master Brewers have left, he toils with craft and precision to brew the perfect pint before they return. At the end of the ad, set to the Kaiser Chiefs track ‘Learnt My Lesson Well’, it’s revealed that, just like the Smithwick’s brewing family, the squirrel and his forefathers have been instrumental in crafting and perfecting the quality of the ale.

The ad itself took five months to produce. Directed by Simon McQuoid, with post production at The Mill, it uses a combination of live action and CGI animation to create the cinematic world of the brewery in which we watch the perfect pint being crafted by our hero character.

In addition to the TV ad, a heavyweight outdoor, digital and social campaign, planned by Carat, will bring to life the Smithwick’s squirrel and reinforce the value of experience across all media channels. Underpinning the activity is a PR and social campaign, led by Wilson Hartnell, including a launch event in Dublin on 17th July.

 “We’ve a fantastic product with a rich heritage and we’re really excited about the potential of this creative to disrupt the ale market in Ireland” commented Sinead McAleese, Digeo’s Western European Marketing Diretor for Lagers and Ales, “encouraging people to re-appraise the beer and to taste the experience we brew into every pint.”

Smithwick’s also recently announced the Smithwick’s Experience Kilkenny, a €3 million investment project for Kilkenny that will transform the existing Smithwick’s Visitor Centre into a state-of-the-art visitor experience, ensuring that over 300 years of a brewing legacy can be enjoyed by visitors for years to come.



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