A new £2.7 million TV advertising campaign is being launched by Mast-Jaegermeister in the UK, soundtracked by British electronic duo Koven.
The ad, which will air on on Monday 23rd November, forms part of Jager’s ‘Craft the Moment’ marketing initiative. It will run for six weeks.
Koven are part of the JägerMusic artist support programme, in which the drinks maker commits to helping up-and-coming artists gain exposure.
Koven is the production alias of Max Rowat and Katie Boyle, based in London. The music for the commercial was written by Rowat and recorded in a day at Angel Studios London.
“I enjoyed every minute,” commented Rowat. “Taking something that was created just from my computer and seeing it be recreated in a live environment with very talented musicians was a great feeling.”
The Craft the Moment creative follows nine friends as they work together to construct a 14 metre high statue by hand.
The structure is revealed as a majestic stag and the group completes the finer details of their work with some of the same herbs, roots and spices that go into Jägermeister.
Nicole Goodwin, Marketing Director at Mast-Jaegermeister commented: “Craft the Moment was created to tell the side of the Jägermeister story that remains untold – what the product is and why it’s so special.
“Today’s consumers are a generation who know that to get the most from life, they have to put the work in, just as we do with Jägermeister.
“The product itself is the result of determination, hard work, discipline and the science behind creating a perfect balance of 56 ingredients; the build of the stag in Craft the Moment was intended to mirror these qualities.”
The 2015 commercial forms part of the on-going It Runs Deep marketing campaign which ‘celebrates the deep and meaningful bonds experienced between true friends, brought together through Jägermeister’.
The Craft the Moment 30 second TV commercial will air on various channels including E4, Fox, Sky Living and Sky Sports 1 from November 23rd at 9:27pm until 31st December 2015.Music Business Worldwide
