Curious Film director Taika Waititi has recently directed a new 60-second TVC for Steinlager Pure, Lion Nathan, via DDB Group New Zealand.

Historically, Steinlager Pure has relied on big name overseas talent to demonstrate its appreciation for the Kiwi way of life. However in a step-change for the brand the latest campaign sees Lion Nathan and DDB Group collaborating with local hero Waititi, who directs and stars in his unique interpretation of what it means to ‘Keep It Pure’ with Pure Taika.

As a parody on all New Zealand clichés, the campaign sees Waititi walk through a number of over-the-top film sets and Kiwi vista backdrops that have been linked with the country’s cultural heritage, with the end tagline: “Maybe when things are this good you can just enjoy them.”

Curious producer Matt Noonan said he was proud of the result.
“It was a privilege to collaborate with such a talented creative team,” he said. “I'd also like to express thanks for the support we got in LA from Dan, Cindy, Jason and the team at HM.”