Ed Hardy Energy Drink, synonymous with the tiger logo on their apparel, approached MetropolitanRepublic in December 2011 to create ads for their new energy drink.
When MetropolitanRepublic were commissioned to create a radio advertisement for Ed Hardy energy drink, they merged the ‘Party Hardy’ proposition with a stereotypical “hard oke” to create a character so hard-core he even gets tattooed while recording the radio spot. And that’s just one of many extreme actions the character loves to endure.
The first of the three ads centred on the coming of the New Year. “People have been tuning me that 2012 is gonna be even harder. That means I’ve gotta make my new years jol proper hard. You gotta look 2012 in the eye and let it see that you’ve got tiger blood coursing through your veins.”
The second ad had the character telling listeners: “If you wanna hang with the hard dogs, you can’t sip like a softy.”
In the third ad he tells listeners that he’s just stolen 10 seconds from the next radio ad. “Why? Because I’m hard core.”
“The Ed Hardy brand is edgy and fresh and offers a great opportunity for creatives to be free and creative. We leveraged the end of year party scene and made it resonate with the target audience, keeping the tone relevant and humorous,” says Pete Khoury, Executive Creative Director at MetropolitanRepublic.