Amstel TVC Script
The Brief | Land the new Amstel positioning by bringing the brand role to life.
The Brand Role | Amstel applauds friendships that care enough to push you out of your comfort zone.
The Creative Rationale | We want to position AMSTEL as the brand/beer that embodies the values of ubuntu (togetherness, harmony) without saying that AMSTEL is the brand/beer that embodies the values of ubuntu.
We want to encourage and applaud the friendships, relationships, colleagues, communities and connections that fuel our progression. The ones who push us to go harder, to go further. Because it’s true when they say: If you want to go fast, go alone; but if you want to go far…
GO TOGETHER
Go Together TVC Script
We open on a quiet street in a small town. The houses are well taken care of and we can see that the residents clearly take pride in their homes and their community. Over the shot we hear a VO.
You probably won’t believe it, by how a mans dressed…
Camera then finds an extremely well-dressed man, walking down the quiet street. He breaks the 4th wall and speaks to camera. (In the distance we see an Amstel truck drive past)
… but this street right here, is exactly where Magic Mokwena’s story started.
The man keeps walking as the camera pans off him, finding entrance to a well-kept little (green-painted) house on the side of the street. Suddenly
Mo appears in the window inside the house. He opens the door, sits down on the stoep and continues:
This stoep. Yoh! Yoh!...this stoep. Was where umkhulu taught me my first coin trick.
The man takes a coin out his pocket, holds it in his hand clenches his fist, blows on it, and whoof. The coin disappears. He stands up from the stoep walks back out into the street, keeps walking as he continues to talk to camera.
And the rest, jitas, was, as they say. History.
We cut to a shot of a corner store. A group of friends are standing around outside. Suddenly Magic Mo pops out the store holding a deck of cards and amongst the hustle and bustle he shouts.
This store. Is where I bought my first deck of cards.
He turns to one of his friends outside the store and holds out the deck of cards, they pick one, he puts it back in the deck then looks under the homie’s shoe and pulls it out. He’s completely startled as Mo continues to say.
Ha haa, they loved it all. The coins. The cards. The rabbit out the hat. But no trick was loved more...
We cut to Magic Mo standing on a tower of Amstel crates, he’s in front of a crowd of people. We see him holding a gold sheet at his waist and continues.
… Than this trick right here.
He holds up the sheet, drops it and he’s gone. The camera pans around trying to find mo. We pan to the crowd standing in awe. Suddenly we camera find Mo at the back of the crowd. The crowd realizes and goes wild as he continues.
This trick took me places I couldn’t have ever dreamt of.
We see montage of Magic Mo progressing as he performs the disappearing trick around the world at venues that get bigger and bigger. The VO continues over this epic montage.
First Sun City, then Vegas, New York, London and even Paris. I could pop up anywhere haha.
We see him pop up at the back of a huge audience at his biggest show yet. As the crowd goes wild and we see Magic Mo taking in the applause, we hear his VO continue.
No one knew how I did it, they’d ask me, “Mo, but yoh, how’d you get from there, to there, so fast?” And I’d tell them…
It’s simple Baba, if you want to go fast, you must go alone.
We cut to shot of Mo sitting at a bar drinking an Amstel. He continues speaking to camera.
BUT, what I never told them is…
If you want to go far…
The camera pulls out and we see an almost identical lookalike sitting next to him also holding an Amstel. We realise the only way he was able to pull off the disappearing trick was by performing it each time with this carbon copy of himself.
The two cheers, look at the camera and the identical friend says,
Go together.
Cut to packshot, title fades up.
TITLE: Go Together.