Launch of new Radegast TV commercial

12.7.2006 Radegast

Script based on story sent in to the „Taste of“! competition

One year after the launch of the first series of the Radegast television commercials on the theme of „Life is bitter. Thank God.“, Moravia´s favourite beer brand launches a new TV commercial.  The script of the commercial is based on one of the many stories sent by the public to the Radegast „Taste of Life“ competition. The competition attracted an unexpectedly high number of entries and the Radegast brand had to choose a winner from among more than 1400 bitter-sweet stories. The thirty second commercial will be broadcast nationwide on TV Prima and regionally on TV NOVA in three phases.

The aim of the campaign is to support the positive development of the Radegast brand and to develop further the communicational concept of „Life is bitter. Thank God“. The concept is founded on the connection between the small everyday „bitterness of life“ and the characteristic bitterness of Radegast beer. This bitterness, together with other attributes of the Radegast brand, symbolises the inner strength of the Moravians, enabling them to rise above the everyday trials and tribulations of life, and emphasises the pride of having Moravian roots.

The first phase of commercials was launched on Monday 10th June and will continue until the end of the month.

Content of the commercial: The protagonists of the story are on a hiking trip. Their journey is going well when suddenly, as dusk draws near, a storm approaches and it begins to pour with rain. It is almost dark and a storm is raging as the protagonists approach their destination – a chalet on the top of a hill. It is with great relief that they reach the door of the chalet and as they take hold of the door handle they notice a piece of paper on the door saying „The key is under the garden gnome…“ They turn back into the rain as repeated flashes of lightening illuminate dozens of garden gnomes…

Radegast TV commercial - garden gnome

The commercial was directed by Tomas Barina, who graduated in film directing from the Film and TV School of the Academy of Performing Arts in Prague, and has been working on commercials since 2003. His „TENTO“ and „ZOO Praha“ commercials, which appeared in SHOTS, drew attention to his work. He was short-listed for the YOUNG Directors´ Award in Cannes in 2004 and his MAZDA commercial was awarded a bronze medal at the New York Festivals in 2005.

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  • Since 1999, the Radegast brewery has formed part of the largest brewing company in the Czech Republic – Plzensky Prazdroj, a. s. Pivovar Radegast has brewed beer since 1970. It is the youngest and most modern brewery in the Czech Republic. It annually produces over two million beers with around 300 employees. It produces beer falling under the category „classical Czech lager“, and is also the producer of quality malt in its own brewery malt house. The Radegast brand includes Radegast Premium, Radegast Original and the non-alcoholic beer Radegast Birell. In recent years the brewery has invested heavily in improving qualitative parameters of production and in analysis and control procedures. As a result, Radegast has a quality which has been reflected in a number of successes both at home and abroad. In 1995,  Radegast was the first in the industry to receive the ISO 9002 quality certificate, in 1996 the International Award for quality and in 1999 the ISO 14001 environmental certificate. In 2003, the brewery retained the ISO 9001 and  ISO 14001 certificates after a comprehensive audit by the company DNV. The Radegast brewery helps maintain the beauty of the surroundings – the protected regional area of Beskydy –  with a number of unique environmental projects.
  • Plzensky Prazdroj, a. s. is the Czech market leader and with exports to 50 countries around the world is also the biggest exporter of Czech beer. Plzensky Prazdroj’s main brands in the Czech Republic are Pilsner Urquell, Gambrinus, Radegast and Velkopopovicky Kozel. Plzensky Prazdroj, a. s. employs 2 694 people in its breweries in Pilsen, Nosovice, Velke Popovice and in 13 business distribution centres throughout the Republic. It also runs the Slovak Pivovar Saris, a.s., number two on the Slovak beer market. Together, Plzensky Prazdroj and Saris represent the most important entity in the brewing industry in Central and Eastern Europe. Plzensky Prazdroj is part of the international brewing company SABMiller. plc, the second largest in the world. The SABMiller flag ship is Pilsner Urquell.