Steinlager Pure takes a deep dive into Kiwi spirit

The film shows the diver descending to a truly mind-bending depth, pausing to stare into the camera, and then continuing even further down into a foreboding cavern under the sea bed.

To be precise, the cavern is Dean’s Blue Hole in Long Island, Bahamas, where the diver is based. Later this year, DDB plans to help Steinlager broadcast Trubridge’s attempt at the free dive world record at Dean’s Blue Hole. Steinlager hopes this event will help make Trubridge better known not only in New Zealand but worldwide.

The company said it chose the 15-time world record holder as an ambassador because his approach matches the brand’s ‘Keep it Pure’ mantra: He dives with no equipment apart from a pair of goggles.

“’Keep it Pure’ reflects how New Zealand’s isolated location provides Kiwis with a unique perspective on life, one that is fresh, independent, original," said Shane Bradnick, executive creative director at DDB New Zealand. "It also embodies the mindset of a challenger with an uncompromising hunger for excellence.” 

Trubridge set the world record for the longest unassisted free dive of 101 metres in 2010, and was the first to break the 100-metre barrier. “The appeal of free diving is how different it is to any other sport," he said. "The fact you’re completely immersed in liquid; a single breath, the weightlessness, the absence of sounds, the dullness of the colours... everything is subtracted.”

Steinlager's Michael Taylor said Trubridge's description mirrors the brand's uncompromising pursuit for purity, which involves using "no extraneous ingredients, just absolute simplicity at its best, from the world’s purest place."

CREDITS

Agency: DDB
Executive Creative Director – Shane Bradnick
Creative Director – Chris Schofield
Senior Art Director – James Conner
Senior Copywriter – Christie Cooper
Copywriter – Guy Denniston
Group Account Director – Scott Wallace
Senior Account Manager – Jonathan Rea
Head of Planning – Lucinda Sherborne
Planning Director – Rupert Price
Agency Executive Producer – Judy Thompson
Agency Producer – Rosie Grayson

Client: Lion
Marketing Director – Craig Baldie
Category Director – Ben Wheeler
Senior Brand Manager – Michael Taylor
Assistant Brand Manager – Alison Futcher

Media: Zenith Optimedia
Business Director – Alex Lawson
Business Manager – Andrea Glidden
Senior Media Buyer – Kate Gamble/Henry Rowley

Production Company: ROBBER’S DOG
Executive Producer – Mark Foster
Director – Adam Stevens
Producer – Helen Hendry
DOP – Pete Zuccarini
Post Production – BLOCKHEAD
Editor – Tim Mauger
Colourist – Vincent Taylor
Online – Stefan Coory
Composer – Cam Ballantyne
Sound Mix – Jon Cooper