Ogilvy South Africa

Ross The Boss For Castle Lite

Rick Ross is the latest big hip hop star to feature in a Castle Lite campaign.

Ross appears in an epic new TVC ‘On A Boat’ which was created by Ogilvy Cape Town, directed by Sam Coleman from Giant and styled by hip hop fashion king, Groovy Lew.

The imposing figure of Rick Ross owns the screen from the moment he arrives on deck with his signature bling and beard. His 2006 debut hit Hustlin’ provides the soundtrack.

Castle Lite and hip hop have gone hand in hand since Vanilla Ice revived Ice, Ice, Baby for the famous campaign of 2008. Since then the brand has used MC Hammer, M.O.P. and Mo Flava in TVCs as well as local star Stilo Magolide on the Ziyabanda campaign.
Castle Lite has also enabled local talent such as Cassper Nyovest, Ricky Rick, Major League and Sho Madjozi to share a stage with the likes of Drake, Kanye West, Wiz Khalifa, Timbaland, Nas & J.Cole.

Castle Lite Brand Director Becky Opdyke says this strategy has worked exceptionally well for the brand: “Hip hop music is a major passion point for our core consumers and they also like to feel they’re part of both the local and the world scene, and that they’re connected to global superstars like Rick Ross.”

You can watch the full TVC here.