From the brand that is synonymous with unlocking the extraordinary, Castle Lite has done it again with a new TV ad that seeks to bring fresh consistency to its Extra Cold proposition.
The new spot carries on Castle Lite’s celebrity-filled legacy by adding hip hop icon Rick Ross to a legendary list that already features the likes of Vanilla Ice, MC Hammer and MOP.
It was the brainchild of Ogilvy Cape Town’s award-winning creative team (Nicholas Wittenberg, Alex Goldberg, Ryan & Katie Barkhuizen) and was directed by Sam Coleman from Giant.
This new commercial tells the charming story of a delivery guy, after finding himself in a sticky situation, needs to keep his cool when approached by ‘Da Boss’ himself. Rick Ross’s ‘Hustlin’” is the soundtrack to the entertaining spot that has everyone unlocking extra cold Castle Lite on a yacht.
“Our new television commercial seeks to drive relevance with our consumers and continue to bring the brands proposition to life in new and exciting ways. By featuring Rick Ross and using South African pioneer director Sam Coleman, the advert will certainly help us deliver our extra cold messaging in a cool refreshed way.” – Becky Opdyke, Castle Lite Brand Director.
Having Rick Ross in the ad fitted in with the script and the overall atmosphere. We knew that it would create buzz and excitement amongst our consumers after he just released his 9th studio album titled “Rather You Than Me”. Check it out below: