ADVERTISING CAMPAIGNS

Serious newsman ‘lightens up’ in new Castle Lite beer commercial

By our News Team | 2022

Campaign shows Carte Blanche anchor ‘getting down and funky’ in a cool bar to promote South African Breweries’ popular beer brand.

Derek Watts, host of M-Net’s hard-hitting current affairs TV show Carte Blanche, recently cast himself in a much ‘lighter’ role for a new marketing campaign by beer brand Castle Lite.

The ‘Lite’n up’ campaign got Watts – known for exposing corruption, criminality and unethical behaviour to South African audiences for more than three decades – to show people how to lighten up and have a good time. Himself included, of course.

Advertising Campaigns

Photo: Supplied

He is probably one of the best-known faces on local current affairs television, and a visit by Watts and a Carte Blanche TV crew to your front door typically means you’re in a substantial amount of trouble.

The advert’s script seeks to exploit this, as people from all walks of life – from car guards to shop assistants and supposedly blind beggars – duck for cover as the soberly dressed and serious-looking newsman approaches them in the street.

‘Serious’ presenter becomes a party animal

But this trepidation soon turns to fun as Watts enter a funky bar and is handed a Castle Lite. Off comes the suit jacket and the lanky TV presenter suddenly turns into a party animal and lets loose with some hip-and-happening dance moves. The other patrons are, of course, delighted and join in the fun.

The campaign was the created by ad agency by Ogilvy Cape Town and directed by Anton Visser, co-founder of Patriot Films.

In an interview with industry website Media Update, Watts notes that, while he is serious on Carte Blanche stories, the strangers he meets are sometimes surprised to see his lighter side. “It’s about not taking your work home with you,” he explains.

Watts adds: “I’m not sure the advertisement industry is there to lift our spirits. So, it’s a marketing choice … but I think adverts with a touch of humour are certainly more memorable.”

You can watch the Castle Lite commercial here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.