Saatchi&Saatchi Sydney releases CAPI man into civilisation

Ads, Creativity

Saatchi & Saatchi Sydney reveal the extreme lengths CAPI go to find the best ingredients for their 100% natural sparkling soft drinks. From Borneo to the Andes, no origin is too far-flung or hostile – which inspired Saatchi’s “Hard to make. Easy to drink.”campaign.


Directed by Steve Ayson, Saatchi & Saatchi set off on a CAPI like quest to find a character as random and unique as the CAPI ingredients. Eventually “CAPI man” was discovered somewhere in the jungles of South America.

Getting the character right was a lot of fun. He had to be the right balance of authenticity and idiocy. The guy we found brought a unique sense of both to the table.

Steve Ayson.

The enigmatic jungle man is the star of the campaign, appearing in four commercials and interrupting unsuspecting hipsters to tell them just how dangerous producing a 100% natural drink can be.

The creative took risks and pushed boundaries and I’m blown away with the final product.

Pitzy Folk

founder and owner  CAPI Sparkling

Great scripts, a great director, great talent and a brave client have come together and we’ve created something the entire agency is very proud of

Damon Stapleton

Executive Creative Director Saatchi & Saatchi

This is the first campaign by Saatchi & Saatchi since winning the CAPI business and will launch this weekend in TV, cinema and digital channels.


  • Client: Capi Sparkling Pty Ltd
  • Agency: Saatchi & Saatchi Sydney
  • ECD: Damon Stapleton
  • CD: Matt Gillmore
  • Creatives: Gene Brutty, Tim Seddon
  • Agency Producer: Veronica Alkon
  • Production Company: The Sweet Shop
  • Director: Steve Ayson
  • Executive Producer: Wilf Sweetland
  • Producer: Alice Grant
  • Editor: Jack Hutchings, The Butchery
  • Grade: Method
  • Online: The Refinery
  • Sound: Silencio
  • Media: Two Hands