Saatchis NZ creates comedic Mount Franklin campaign pushing its Australian origins
Mount Franklin is pushing itself as 100 per cent Australian in a new campaign pushing its “pre-wetted” water featuring actor Josh Lawson, who’s best known for his role as Kench Allenby in Anchorman 2.
The ad, created by Saatchi & Saatchi NZ, sees Lawson begin in a dry barren land complete with tumbleweed before making the earth crack apart to reveal a cold bottle of Mount Franklin water and ends with the tagline “the nation’s hydration”.
The quirky ad plays on the fact Australia is the “driest inhabited nation on earth” and the arid landscape of Australia and its need for water, whilst highlighting that Mount Franklin is an Aussie brand.
It ends in an underwater bar, better known to some as the penthouse at the Ivy in Sydney, where brand ambassador Jen Hawkins makes an appearance.
It ends with the tagline “Mount Franklin the nation’s hydration”.
It is running across TV, outdoor and digital.
Victoria Fraser, group marketing manager Coca-Cola Amital Brands said in a statement: “This campaign gives the brand a fresh new tone that breaks water category conventions by adding some humour and spirit.
“Mount Franklin is Australia’s favourite water brand, it’s available everywhere, everyone knows it, and we think it’s time to celebrate it.”
CREDITS
Advertiser: Coca-Cola Amatil
- Simon Edgar: Director – Marketing & Strategy
- Victoria Fraser: Group Marketing Manager CCA Brands
- Anne Joly: Marketing Manager Still and Lightly Sparkling
- Kara Morrow: Senior Brand Manager Mount Franklin Still
- Vince Lichaa: Assistant Brand Manager Mount Franklin
Production Company: Finch
- Nick Ball: Director
- Karen Bryson: Exec. Producer
- Helen Morahan: Producer
- Geoffrey Simpson: Director of Photography Andrew
- Thompson (Method): Editor
Creative Agency: Saatchi & Saatchi NZ
- Corey Chalmers and Guy Roberts: Executive Creative Directors
- Jane Oak: Head of Content
- Paul Wilson: General Manager
- Lucy Sparks: Account Director
- Murray Streets: Director of Strategy
- Neville Stevenson: Art Director
- Stefan Coory (Blockhead): VFX Supervisor
- Shane Taipari (Franklin Rd): Audio Production
- Jonathan Dreyfus: Composer
outstanding.
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Lovely work. Really cuts through on TV. Congrats to all.
The phrase “pre-wetted” to describe bottled water is one of my favourite pieces of copywriting of the year.
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Classic Ball. So funny, great work all.
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Great script and Josh Lawson is perfect casting.
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Corey and Guy are real talents in NZ, and it’s great to see their work crossing over the Tasman.
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Pretty good boys.
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Really excellent work
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It’s great! Love it, very refreshing.
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Oh the irony! Sliding in as all-Australian. Australian water owned by Coca-Cola Amatil.
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I haven’t such a good ad since the Cambpells Fully Loaded Man – great work!
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