It’s hard to make friends with a stranger. The things they say and do seem bizarre. But if you persevere you could uncover and enjoy a new world. Castle Lager created ads that spoke to this mindset; that meeting someone different to yourself can be wonderful.

In these ads we witness the moment when you first observe the mystical, confusing, almost alien behavior of a stranger. Despite this, we encourage you to go make first contact with this strange creature by buying them a Castle Lager, South Africa’s friendship brew. Do this and you will discover what the different, interesting and wonderful world of this stranger could be like.

Culturally, South Africa is an extremely diverse country, with a history of segregation. The country is still struggling to be truly integrated. People tend to keep to their old friendship groups of people that are all exactly the same. There is one thing that seems pretty universal. Nobody will refuse if you offer to get them a beer.

In South Africa, Castle Lager is considered to be the National beer. Over many years, it has built an image of standing for friendship and unity. It is the one beer that can encourage people to make friends with another South African no matter how different they are.

SFX: Mysterious and intriguing music

MVO: Step into the world of the man with the really, really big interactive smart watch. With the very defined left arm honed from regular watch lifting to give comment on time, or weather or meetings scheduled for April. The man who shushes everyone so he can give his watch a voice command and search for a nearby shop that sells those shoes with individual toe sockets.

But as he stands there marching on the spot to get his steps in for the day, booking a flight on his wrist, you take that man a Castle, and discover the wonderful and different world of the man with the very smart watch. Castle Lager, the friendship brew.

Enjoy responsibly. Not for sale to persons under the age of eighteen.