Creative in association withGear Seven

Tokyo Dry Gives us 'A Slice of Heaven' in Japan with Dave Dobbyn Cover Ad

Advertising Agency
Auckland, New Zealand
DDB New Zealand remakes the classic Kiwi hit for the lager brand

Kiwi music legend Dave Dobbyn’s 1986 hit ‘Slice of Heaven’ is the inspiration behind Steinlager Tokyo Dry’s latest campaign via DDB New Zealand, a recreation of this iconic New Zealand song in a uniquely Japanese way.

The campaign is an energetic and colourful 90-second display of all things Japanese, created by DDB New Zealand. Featuring an arrangement of contemporary and traditional sounds from Karaoke, J-Pop, and Electropop to the traditional instruments of Shamisen and Taiko drums, the track is fresh and modern but still undeniably recognisable as the Kiwi hit. The remake was composed and produced by Kiwi, Cam Ballantyne of Beatworms.

Launched in 2016, Steinlager Tokyo Dry is a perfectly balanced premium lager in the refined style of Japanese beer, mixing the best of New Zealand raw ingredients with true Japanese brewing mastery. The beer showcases what happens when New Zealand meets Japan, as does the new Slice of Heaven remake.

Seeing the spot for the first time, Dave Dobbyn says he loves how the essence of his song has remained true while being transformed through the lens of a completely different culture.

“When I wrote the lyrics ‘da da da’ I never imagined them to be some of the best lyrics I’d ever written, and that 33 years later ‘Slice of Heaven’ would still be so catchy and recreated in this way. I’m impressed with how all the sounds have come together!”

DDB chief creative officer Damon Stapleton says they wanted to emotively convey the simplicity of what Steinlager’s Tokyo Dry beer stands for – New Zealand meets Japan.

“Slice of Heaven is an unmistakable Kiwi classic that still conjures so much feel-good, sing-a-long enthusiasm from New Zealanders young and old. We loved the idea of taking something so iconic and recreating it in a modern, Japanese way, just like Steinlager did when it launched Tokyo Dry.”

Says Dave Pearce, brand director of Domestic Beer & Craft at Steinlager: “It’s been a lot of fun to take a tune that’s ingrained in all our minds and remake it in a way that presents it in a new and exciting form. Shooting the campaign in Tokyo allowed the team to do this in a really authentic, interesting way, and we had some great Japanese talent to work with to make this possible. This track perfectly embodies Tokyo Dry.”

Steinlager Tokyo Dry’s new campaign will roll out across TV, cinema and digital channels, with a supporting street poster and billboard campaign.

Agency / Creative