Taika Waititi’s TVC parody on recreating New Zealand clichés builds up to one thing: enjoying things that are simple and pure.

frame store pure taika

Steinlager Pure has relied on big-name overseas talent to demonstrate its appreciation for the Kiwi way of life. However, in somewhat of a step-change for the brand, the latest campaign sees Lion Nathan and DDB Group collaborating with Curious Film director Taika Waititi for a new 60-second commercial titled Pure Taika—a unique interpretation of what it means to “Keep It Pure”.

Pure Taika stars Waititi, who is also a writer and an actor with several titles under his belt, including Boy, which won the Generation Grand Prix at the 2010 Berlinale, and awards at the Maui, Sydney, Melbourne and AFI Film Festivals; and the 2005 short Two Cars, One Night, which was nominated for an Academy Award. Commercially, his other best-known work includes the Pot Noodle campaign and the Sour Patch Kids Rap Video with Method Man.

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