11 May 2014 17:03

Windhoek says No to Compromise in New TV ad

Windhoek has launched a new television commercial to take beer drinkers along on its journey of no compromise; a journey that has allowed beer lovers to say yes to three pure ingredients and nothing else.

Windhoek has been staying true to its principles for nearly a century to produce a beer that contains nothing but the purest ingredients: the finest European malted barley, Bavarian Hallertauer hops and pure water. This is all that is needed to brew beer the way it was meant to be brewed: without additives, preservatives or shortcuts, in the proud Reinheitsgebot brewing tradition.

"Not all beers have the courage and tenacity to keep saying no, but for almost a hundred years, Windhoek has done just that. By sticking to our principles, by saying no when it counts, we believe we have continued to produce a beer Made of the Right Stuff that people with high standards can say yes to," says Windhoek marketing manager Alan Roberts, from Brandhouse Beverages.

Windhoek was first brewed in Namibia in 1920 by two Germans, Hermann Ohlthaver and Carl List. These two brave men quit their jobs in banking and scraped together their life savings to follow their passion to brew beer that was uncompromisingly pure and world class. So committed were they to this standard that during the Second World War, when the right ingredients were impossible to source, they halted production instead of compromising their brew with inferior substitutes.

Chief Creative, Ross Chowles, from The Jupiter Drawing Room Cape Town, says: "With this television commercial, viewers are shown first-hand what Windhoek has always been made of and will continue to be made of: malted barley, hops and water, and nothing else. Windhoek tells us why it has never compromised and won't start now, even in this day and age of compromises, short cuts and overwhelming choice. Windhoek says no to compromise and yes to real beer. It's a simple but bold statement."

To become a Windhoek brew master, hopefuls undergo an extensive years-long apprenticeship that includes training at the world's oldest brewery, the 1000 year old Weihenstephan in Germany. Only once they have passed rigorous examinations, in German, will they be entrusted with the title of Windhoek Brewmaster. No wonder it has become a proudly African export, enjoyed in 28 countries across the world.

Adding some insight on the thought process behind the ad, Creative Director Andrew Lang says, "Quite simply, we wanted to tell the story that Windhoek sticks to its principles, and has been sticking to it for close to a hundred years."

As Art Director, Lang adds, "We wanted to tell a no frills story that takes beer lovers to the heart of why they love Windhoek. Unlike many other beers, Windhoek can really talk about the intrinsic quality of its beer and that is its strength. Windhoek does not need to use gimmicks or smoke and mirrors to convince people to drink it. This honesty – and the purity of its ingredients – is refreshing in a world full of nonsense."

Directed by Jonathan Parkinson from Fresh Eye Films, the full-length advert can be viewed below.


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