"It's been a while since I put the gloves back on and stepped in front of the camera," said former world heavyweight champion Lennox Lewis. "The Red Stripe advertising campaign allowed me to do what I do best -- punching, intimidating and delivering smooth lines. I know Red Stripe fans everywhere will be thrilled with the end product."
The 30-second television spot encourages viewers to visit RedStripeBeer.com to see Lewis and the Ambassador square off in a boxing match. Viewers that log onto the site can see how the story develops and concludes via a short web film.
"Using TV in conjunction with the web to tell a story is a unique advertising initiative for Red Stripe," said Chris Parsons, Red Stripe spokesperson. "Throw in the star power of one of the greatest boxers in history and you have all the makings of a highly successful campaign that not only builds brand awareness, but drives web traffic as well."
The television spot and web film will debut on June 28th. Both incorporate the "Hooray Beer!" tagline used in previous Red Stripe campaigns. The TV commercial will air nationally.
The campaign was filmed in Los Angeles and was directed by Bennett Miller, who has also directed spots for Cingular, Verizon and Ace Hardware. The commercial and web films were both produced by Hungry Man Production.
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