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This Sunday, Steinlager Pure will launch the highly anticipated new TV advertising campaign which directs people to a new website, Pure Futures.


April 23, 2010

This Sunday, Steinlager Pure will launch the highly anticipated new TV advertising campaign which directs people to a new website, Pure Futures.

US actor, artist and model Vincent Gallo features in the 60-second spot that celebrates the spirit, drive and ingenuity of New Zealanders.

The past two award-winning Steinlager Pure commercials, featuring Harvey Keitel and Willem Dafoe, have focused on the uncompromising historical feats of New Zealanders and how this shaped our country.

This latest TVC shot in the South Island by Publicis Mojo, encourages people to step boldly into the future. The TVC ends by directing viewers to the website www.purefutures.co.nz. The website developed by Shift, is a nationwide campaign to seek and celebrate inspiring Kiwis who will be the future success stories of our country.

Ross Howard, Creative Director from Shift, says “Every New Zealander has at least one idea that they believe in. Our goal has been to build an online experience that helps all New Zealanders share their visions no matter how big or small, and allow others to vote, help, or join visions they are inspired by. Or better yet, be inspired to declare their own pure futures.”

Dean Divehall, Managing Partner at Publicis Mojo, says, “The Steinlager Pure campaign will challenge us to think about what the future may hold. And what better way to deliver against the brand promise by actively asking our customers to engage with the brand.”

Visitors to the website can vote for a favourite vision or offer assistance. The website already features three visionaries – Emily Harris, a lawyer who has embarked on a mission to turn barren rooftops in Auckland’s CBD into lush gardens, Jayson Norris, an emerging singer/ songwriter who has recorded his second album in London and dedicated it to New Zealand soldiers who fought in WWI and WWII and Wayne Alexander, an inventor who has built a fuel-efficient two-stroke engine. All visionaries will get the chance to be mentored by some the of country’s most successful companies such as Stolen Girlfriends Club and Huffer and start-up business hub, Icehouse. Steinlager Pure also have a $100,000 scholarship fund to support visionaries.

Todd Gordon, Premium Beer Marketing Manager, says “This is about backing people who are passionate and uncompromising in what they believe in. Through determination, pride and inventiveness we have created a country that is the envy of the world. Iconic Kiwis like Sir Ed and Sir Peter Blake are great figures who have shaped our country. We’ve celebrated their uncompromising principles in past Steinlager Pure campaigns.”

“Steinlager Pure wants to empower and reward New Zealanders who have clarity in their vision and refuse to waiver in their determination to make their dreams come true,” Gordon says. “This country has a heritage of standing up for what we believe in. Let’s keep it that way.”

For more information go to www.purefutures.co.nz or www.steinlager.co.nz to view the TVC.



Prepared on behalf of Steinlager Pure by the pr shop. For further information or images please contact Shelley Ashdown on (09) 368 1078, or email shelley@theprshop.co.nz