ABOUT

Concept:
We created a film that embodied the special community spirit of the Caribbean islands. Through the story of the Good Samaritan bus driver, we brought consumers back to their nostalgic Christmas traditions, using the bus as a proxy for the island community: their idiosyncrasies, kindness and humour. Ultimately the film was a feel-good reminder that Carib celebrates anyone who makes an extra effort to ensure Christmas time is special.


Execution:
Authenticity is of the utmost importance to Carib Brewery and the people of Trinidad and Tobago, so not only was it vital to shoot this locally we needed to use a local crew (many of whom had never worked on a commercial film set before) as well as local residents for our characters. In the end not a single cast member had ever acted before or appeared in a commercial. This was an obvious challenge for the director and one that required a very delicate touch, tremendous patience and calm, clear inputs at all times. But it also meant we captured a real truth about the islanders and the results speak for themselves.


Results:
The Good Samaritan Bus Driver ad became the most popular TV ad for any brand across Trinidad and Tobago over the Christmas season. Local actors and regular people who had featured in the ad achieved celebrity status and were recognized and celebrated wherever they went. The Bus from the ad was used to bring Christmas surprises and gifts to unsuspecting consumers and other deserving people - wherever it went it was greeted by cheers from consumers and honking from motorists who recognized it from the advertising.

On social media and in letters to newspapers the ad was lauded and discussed (see the supporting file.)

Really importantly, pride amongst Carib Brewery staff soared as employees were able to act as their own 'good samaritans' - making sure that everybody in their communities was able to enjoy a happy festive season. In the end, Carib didn’t just tell a heartwarming story of generosity and feel good happiness: they lived it: and brought it manifold to the people of Trinidad and Tobago.

Results were so strong that the 2023 ad is already in production!