Jim Beam launches giant esky ad
Jim Beam has unveiled its World’s Biggest Esky ad featuring a rugged helicopter pilot delivering giant tinnies to Bondi.
The ad will start running on TV from tomorrow during the Essendon Collingwood AFL game on Seven tomorrow
Sydney agency The Works created the “world’s biggest esky” in Bondi last month for Jim Beam. The event featured massive cans of bourbon in a swimming pool.
The 45-second spot will launch the From the Barrel to Bondi campaign. The ad has also been converted to 15 and 30-second spots.
It will also air during the Channel Nine Sydney Roosters V St George Illawarra Dragons match that starts at 3.30pm.
The ad follows Jim Beam workers producing oversized Jim Beam cans, and from there cuts to helicopters flying over Sydney carrying said cans which are then carefully placed into the world’s largest Esky cooler at Bondi Icebergs with revelers partying alongside.
Ray Noble, brand director for bourbon at Beam said: “From the Barrel to Bondi is the biggest brand communications campaign Jim Beam has launched in Australia. It reinforces the time, care and attention Beam spends crafting its bourbon and reinforces its heritage and quality cues while celebrating the fun and social aspect of Jim Beam our consumers’ love.”
The campaign is part of the new global Jim Beam ‘Make History’ positioning to be launched in Australia.
Paul Swann, creative partner at The Works said: “Make History is a recognition not only of Jim Beam’s quality heritage but it also acknowledges significant history making moments that happen in people’s lives, whether it’s achieving a personal ambition or celebrating memorable occasions with friends and family.”
Creative credits:
Client: Beam Australia
Advertising Agency: The Works
Creative Partners: Damian Pincus and Paul Swann
Art Director: Guy Patrick
Copywriter: Nathan Bilton
Executive Producer Craig Bolles
Content Producer: Tristan Drummond
Creative Project Leader: Lindsey Bugeja
Production: Exit Films
Director: Ben Saunders
Production Producer: Kat Latour
Editing: The Butchery
Sound: Electric Dreams
VFX: Fin Design.
Visually fantastic. But I always see Beam as bogans at Summernats not rave parties (with women) at Icebergs. Worth a try however…
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The idea should’ve been canned.
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Agreed JB. Beam needs to work hard to lose the bogan brand image. Pretty sure Sydneysiders at Icebergs would be drinking a boutique small batch bourbon, if they’re drinking bourbon at all.
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Do you think all the Essendon Collingwood and primarily Victorian audience will get the relevance of Bondi Icebergs?
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Charles, in short no – I’ve been Bondi a few times and have no idea what the icebergs are, the lifeguards I do know
This is a silly, overpriced (I’m assuming), disjointed ad.
Why spend the first half emphasising getting the bourban “just right” for the last 200 years and then display an oversized can floating in a swimming pool?
What is the connection, am I missing something? Perhaps after a few JB and coke I’ll understand why there are two significant and non connecting messages being presented to the audience
ps. and I know that this is just being picky, but basic commonsense tells me that it is impossible to fly via helicopter from Kenttucky to Bondi, towing an oversized can
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This was an awesome experiential and PR idea – but as a TVC it falls flat. Shame.
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Great TVC should be more of them!
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“Is the brand image of Jim Beam worse than Jack Daniels? – Discuss”
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How can I get a job in the ‘SPECIAL PROJECTS’ department?
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Are they being true to the brand here? Beam is simply not a poncy eastern suburbs/Icebergs drink. They’re at risk of isolating their current customers (V8 fans from Penrith) without attracting any new ones (whoever they may be.)
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Amanda is right…
How does the world’s biggest esky and those huge cans connect with “doing things just right”?
Nice way to destroy what was a great PR idea.
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“The ad will start running on TV from tomorrow during the Essendon Collingwood AFL game on Seven tomorrow”
Yes.. Because seeing a bunch of wankers on Sydney harbour always goes down well in Melbourne.
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If they spent 200yrs getting Bourbon just right, then why the hell would they pump it full of sugar, add cola & put it in a can??
Old mate Jim would be turning in his grave!!
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Let’s hope Waverley Council and Bondi Icebergs will never allow their facilities to be abused in this way again.
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All they ever needed to know about their market or roles is here:
https://twitter.com/heraldsunreader
Just brilliant.
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@ Anon. Wankers they may be. But Bondi is not on the Harbour.
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Burp … as should’ve your comment.
And Charles, this may come as a surprise, but I’ve heard that in Victoria they now have television, internet connections, newspapers, magazines and books and are allowed to travel outside their state. They’re not Amish you know.
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Expensive!!!! And very nice work.
There is nothing more iconic than an Australian beach, that’s why all the Mexicans head north so often. Pretty simple idea executed amazingly. Well done.
Do wish there was some more sexy ladies in bikinis in the ad, but that isn’t PC anymore. Now there is an insight.
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No credit for BKI. Shameful!
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Hi Boob,
BKI were involved in producing the giant Esky cooler for the stunt at Bondi Icebergs in March and were credited in the release sent out at that time. For the TVC we credited all those that were directly involved in its production. However consider them credited now!
Thanks
Tim Addington
The Works
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Ridiculous fail. I’ve seen this ad a few times now and it still makes no sense. Who is the bloke looking through the window? What do giant cans have to do with ANYTHING? Who puts a quality handmade product into cans (giant or otherwise)? Why fly them by helicoper? Is it something new or did they run out? The graphics look cheap and fake, it’s clearly not a Qantas or Carlton ‘big ad’ yet it has the same lack of meaningful content or message. It’s terrible, and my guess is the people raving about it must be other industry folk from the same school as the folks that made it.
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Sydney agency decides to create an ad in Bondi with models shock.
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I would just like to know the name of the track and its producer used in this ad!
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