Portuguese beer exporter, Super Bock has released its first video ad for the China market.
The ad was produced by Shanghai start-up GPB, who won Super Bock’s business in a competitive multi-agency pitch last year.
The minute-long film entitled “The True Taste Of Friendship”, cutting between various scenes of revelry shot in a handheld-style, it has a hip slickly edited indie appeal. It puts a strong focus on the role friendship plays among Chinese millennials, with Super Bock as the unifying element between all the relationships.
Vasco Ribeiro, marketing manager global markets for Super Bock said, “GPB understood our vision and embraced our brand ideals in an exciting piece of film that we are very proud to be launching in China. Their input from a local perspective was invaluable and their commitment to the production was incredible.”
GPB identified several insights into friendship in the target locations of Fujian and Zhejiang. In these locations, ideas like loyalty, reliability, and passion were found to be more important to friendship than western interpretations like sharing fun together.
Alvin Lim, creative chairman at GBP explained, “We wanted to create a film that could stand as a case study for western brands entering the China market by infusing a broad global proposition with a tight local insight”.
Though founded quite recently in only 2017, GPB Shanghai has quickly built a reputation as an agency to watch, producing notable work with recognisable brands such as Haagen Dazs and Mercedes Me. Though nothing groundbreaking, this trendy little ad will likely be another feather in their cap.