Host Singapore, part of the Havas Creative Group, has recently produced a new campaign for Magners Irish Cider.

The 10-clip series marks the launch of Host’s integrated campaign for Magners in both Singapore and Hong Kong. The 4.5 per cent Gentleman films take aim at the day-to-day behaviour of men who make an honest – albeit absolutely minimal – attempt at being a gentleman.

Shot in Singapore and produced by Qrious Lab, the films will be seeded across digital platforms. The first four clips were released on 1st July 2015 on the Magners Asia YouTube channel.

“After months of extensive research, we landed upon a single, penetrating insight: being a gentleman is actually quite hard. And being a complete gentleman is effectively impossible,” commented Andrew Hook, group executive creative director, Havas Creative Group.

“Controlled field trials gave a lot of weight to our hypothesis,” added Stefano Augello, chief strategy officer, SEA.

“We tested gentlemanliness according to a range of markers, and found most men were in the 3.8–4.7pc Gentleman range. Few even got above 10pc. We also used the creative team as human guinea pigs, and their results were frankly abysmal. That’s when we knew we were onto something.”

“So we decided to set a realistic goal for our audience – 4.5pc Gentleman,” Hook added. “It’s something all men can muster, with a bit of effort. And the best way to start? By choosing a beverage that’s just a little more civilised than your average lager.”

“With this new campaign, we wanted to encompass what Magners was all about, as well as introduce the brand to a wider audience in both the Singapore and Hong Kong markets,” said Andrew Herd, Marketing Manager, Asia Pacific, C&C International.

“We hope to not only gain more traction for Magners with the 4.5pc Gentleman campaign, but to also candidly highlight that it is no easy feat being a gentleman in this day and age.”