Host Singapore for Magner’s Irish Cider: The 4.5% Gentleman

Host Singapore’s new work for cider brand Magners was born from the agency’s hypothesis about modern men: That “being a complete gentleman is effectively impossible” for them.

They put their theory to the test: “We used the creative team as human guinea pigs,” said Havas Southeast Asia Chief Strategy officer Stefano Augello. “Their results were frankly abysmal. That’s when we knew we were onto something.”

So the 10-video campaign introduces a goal: Becoming just “4.5% gentleman.” Here’s what that would look like.