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Boost ad tells customers: Smile, it won’t kill you

Juice chain Boost has launched a new campaign which it describes as “controversial” featuring founder Janine Allis telling the public to stop thinking the worst of her Gen Y staff.

The ad is the first work from new ad agency Bastion Brands whose personnel include  ex-AFL footballer Fergus Wattts, creative Simon Hammond and ex-George Patts staffer Simon Davies.

The “Boost the way you feel” rebranding marks the company’s 10th anniversary.

In the spot, Allis says of her “Boost army”, “When I see them, I don’t see the media’s portrayal of lazy Gen Ys, binge drinking and gangs. I see optimism energy and enthusiasm.”

She adds:  “Hit someone with a stick and they’ll act like an animal, give them a chance and they’ll build something special.”

The campaign will involve TV, cinema, point of sale and PR.

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