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Asahi Super Dry: Barman
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Asahi Super Dry is continuing to expand its global presence with a stylish brand campaign that dramatises the premium lager's unique taste profile and deep connection to modern Japan. Developed by creative agency dentsuMB UK, 'Beyond Expected' is a global brand platform that invites the audience to go beyond the ordinary and keep exploring new ideas and experiences. It reveals how Asahi Super Dry is an experience that awaits discovery too, including in those global markets where beer drinkers are less familiar with Asian or Japanese beer. Rolling out across key markets worldwide, including the UK, USA, Canada, Hungary, Taiwan, Singapore and China, the campaign tells the story of ‘Barman’, who guides one of his customers through the unique, crisp taste of Asahi Super Dry. Each taste note is dramatised with sensory experiences, as the drinker embarks on a magical journey through vibrant modern Japan. The elegant TV spot was directed by Canada’s Lope Serrano, a visionary director known for working with brands such as Longchamp, Louis Vuitton and multi-platinum selling artist Dua Lipa.
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