Cobra beer

This started as a TV/Cinema brief that became integrated. Although there are no digital elements to it, it’s roots are very much in the digital arena.

It was inspired by Pub Dogs by 12foot6 and uses the same recording and animation techniques.

Joshua G2 logo
Cobra Beer sponsor primetime on Dave
Cobra Beer sponsor primetime on Dave

Cobra Beer

This started as a TV/Cinema brief that became integrated. Although there are no digital elements to it, it’s roots are very much in the Digital arena.

It was inspired by Pub Dogs by 12foot6 and uses the same recording and animation techniques.

Joshua G2 logo

Cinema Ad – Bald.

Cinema Ad – ‘Lizzard’.

TV Ident – Karaoke.

TV Ident – Festival.

TV Ident – DJ.

TV Ident – Karaoke.

TV Ident – Festival.

The Team

Copywriter
Dan Bryant

Illustration
Simon Spilsbury

Photography
Max Oppenheim

The Channels

Cinema
TV Idents
Press
OOH
– 6 Sheet Roadside
– 6 Sheet London Underground
– LEP London Underground
– Taxi sides
– Phone Boxes

Brief

Cobra is the UK’s favourite lager…in Indian restaurants. But nobody was really ordering it in  it in pubs, even though it’s was more and more available. Very similar to Peroni’s model of expanding from Italian restaurants in to pubs. They wanted get the message out there.

Solution

​We created a quirky and very different animated campaign that featured three everyday blokes in a pub having a gas free chinwag. The concept was inspired by a series of short animations called Pub Dogs by Dog and Rabbit (formerly 12Foot6).

Brewed to be less gassy so nothing gets in the way of a good conversation

Education

There was a certain amount education required, we needed to gain the clients trust. They were convinced that the animation had to be written by scriptwriters, so they hired writers from Have I got News For You. The animatics bombed spectacularly in testing, the audience saw through it immediately, it just wasn’t believable.

Trust

We wanted to use a more organic technique, similar 12Foot6’s Pub Dogs. They gave us a shot, we wrote a dozen or so scenarios and let our three characters loose in a recording studio (with a little liquid lubrication, naturally). The result a very down to earth and charming ad-libbed conversations, with a completely authentic feel.

Press ad. in the London Lite

Half page in the London Lite. Tactical ad. to coincide with the banning of alcohol on the the London Underground.

Press ads Observer and Sunday Times mag

Full page ads. Sunday Times Magazine & Observer Magazine.

OOH Campaigns

Outdoor:  6 Sheet roadside, 6 Sheet underground and underground LEP, Phonebox and Taxiside.

Together with my copywriter, we art directed and guided this project through the the whole creative process, engaging with internal and external studios across all channels and see it through to final production