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 inside the world of the guy who… just has no sense of personal space… who steps forward every time you step back. Who shakes hands and then holds hands. Do some people actually like his breath on their eye, or when his cheek rests on theirs as he shows them a picture on his phone? Why? Why is he always close enough so his lips accidentally… touch your ear?

Now as he prepares to tell a joke and in all likelihood drape himself over the nearest bystander like a low muscle tone kid, take him a Castle and discover the curious and fascinating world of the man with no sense of personal space. Castle Lager, the friendship brew. Enjoy responsibly. Not for sale to persons under the age of eighteen.