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Sapporo releases new television creative

Sleeman Breweries of Toronto has released a new North American television commercial for its Sapporo beer brand. The commercial, called "After Dark," represents the second phase of the brand's "Legendary Bĭru" campaign, which focuses on its Japanese heritage. The 30- and 60-second versions of the ad make use of animation resembling sumi-e ink painting. The animation depicts Taiko drummers, samurai, geishas and dragons appearing at a contemporary party. The campaign, developed by DenstuBos of Toronto, will run in major markets in the US and Canada, backed by digital media, social media activities and public relations.

"The first Legendary Bĭru campaign, launched in 2010, used breathtaking imagery and sounds to honour the rich Japanese brewing heritage represented in every can of Sapporo," said Claude Carrier, president and CEO of DentsuBos. "This next chapter continues that adventure with a modern sensory experience that is sure to resonate with premium beer drinkers."

Sleeman Breweries is a subsidiary of Sapporo Holdings of Japan.

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