Magners – for men who are 4.5% gentleman

Host Singapore has created a web film series for Magners Irish Cider to show how men are only 4.5 per cent gentlemen – the alcoholic strength of the brew.

The campaign, shot in Singapore and to run in Singapore and Hong Kong, features various examples of gentlemanly misconduct. In the first, a man orders of lady on another table a drink – then gets her to pay for it.

In the second film, a man offers a passing jogger some tissues, then asks for money for them.

In a third film, a man reclining on a sofa asks a passing friend to pass him a remote control.

On his first day of work at a new job, a man pinches a cup of tea from a co-worker in the fourth of four videos uploaded to YouTube by the cider brand.

Ten videos are to be uploaded in total.

“After months of extensive research, we landed upon a single, penetrating insight: being a gentleman is actually quite hard. And being a complete gentleman is effectively impossible,” said Andrew Hook, group ECD of Havas Creative Group, of which Host is a part.

“Controlled field trials gave a lot of weight to our hypothesis,” added Stefano Augello, chief strategy officer, Southeast Asia, Havas.

“We tested gentlemanliness according to a range of markers, and found most men were in the 3.8–4.7 per cent gentleman range. Few even got above 10 per cent. We also used the creative team as human guinea pigs, and their results were frankly abysmal. That’s when we knew we were onto something.”

“So we decided to set a realistic goal for our audience – 4.5 per cent gentleman,” Hook said. “It’s something all men can muster, with a bit of effort. And the best way to start? By choosing a beverage that’s just a little more civilised than your average lager.”

Host Singapore won the Magners business after a pitch in March this year.


  • Group Executive Creative Director: Andrew Hook
  • Creative Group Head (Copy): Michael Tai
  • Copywriter: Zayed Siddique
  • Art Director: Keshav Bhat
  • Creative Technologist: Dillah Zakbah
  • Group Managing Director: Dan Gibson
  • Chief Strategy Officer: Stefano Augello
  • Group Account Director: Genevieve Seah
  • Strategic Planner: Gereld Khoong
  • Production Company: Qrious Lab
  • Director: Farhan Adenan
  • Director: Dennis Li
  • Talent: The Wonder Boys
  • Gentleman 1: Paul Twohill
  • Gentleman 2: Charles Benedict

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