Bruers Bright challenges the wisdom of cooked beer
An online video for Pacific Beverage’s new draught beer Bruers Bright has parodied draught beers that are pasteurised before they are served. In the film, which has been posted on social media sites, a creepy barman serves a pint of beer to a bemused punter after cooking it.
“Most beer in Australia is effectively cooked before it is served, which makes it no different to bottled beer,” said Paul Gloster, chief marketing officer of Pacific Beverages. “Our film plays on the abnormality of that, and how Bruers Bright is different.”
The film, created by digital agency tkm9, will run in combination with point of purchase and social media activity.
The new beer was a collaborative effort by Pacific Beverages and members of the trade to create a new category of beer, and has been in the market since October last year. This is Pacific Beverage’s first major marketing offensive for the beverage.
This looks like it was shot in the office of Naked.
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Hmmm. Interesting. I didn’t know that beer was ‘cooked’/ pasteurised.
Wikipedia tells me that pasteurisation was first invented to stop beer and wine from going sour. Then it became common for the more mundane household whitestuff.
As Vas Blackwood said in Lock Stock, “If the milk turns out to be sour, I ain’t the kinda pussy to be caught drinking it.”
Does the same go for beer? I’ll try it once (but I’ll check the best before date too!).
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Props for getting a shit ad on air
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Worst beer ad ever. Ever!
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No real surprises as this comes from the same brewer that makes Blue Tongue, which, without doubt, has the worst bus side posters every created – ‘The face of great taste’ with that twat looking at his glass of beer. Guys do you really think people act/feel like that? Do you really think you can compete as a challenger beer brand with appalling work like this?
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“The film, created by digital agency tkm9”
Here’s a tip to digital agencies. Stick to making flash banners and twitter accounts for your clients.
This is a good example of what production quality you’ll get using a bunch of nerds to shoot content for you. Its atrocious. Hopefully the client didn’t pay much for it.
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The cooked beer looks too much like the final product they’re trying to sell so my mind makes the connection between the two and it turns me off. On a more positive note, Old Spice has a new ad!
https://www.youtube.com/watch?v=G-XRzDt_bvo
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you have to realise the budget a new brand is working with. Its not that bad. It is trying to achieve the same randomness other ads are putting out right now.
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I think it is interesting to know that this is different to other tap beers. Quite a quirky video too, creepy dude.
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I think the video is funny and the beer is actually quite good.
I tried it at the Coogee Bay Hotel last week and it is nice.
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it is not that bad of an add. You have to realise the budget restrictions for a new brand name. It is trying to achieve the same randomness that other adds are putting out
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I never knew Beers were cooked – interesting. i’ll be trying one of these over Easter. I like the novelty of the idea behind the ad.
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Wow thats bad
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I quite like this piece… its quirky/fun.
some bitter pills out there 🙂
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A friend sent me this link as I’m a home brewer and he told me to check it out. I’ve been saying to him for years that beer is best without all the pasteurisation and over cooking it . I’m looking forward to checking out this Bruers Bright. As for the comments about the ad itself, I like it. It’s quirky and gets the point across. I don’t know much about “production quality” but I reckon it’s pretty good. It’s not as if it was made for TV and I can’t imagine then having a massive budget for this kind of advertising? Looks like this TKM9 digital agency (whatever a digital agency is?) has won the account from some whining other bigger agency? Good on em and i’m looking forward to any more of these ads!
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I agree with you James – good to see a small digital agency giving the big boys a run for their money. I like the ad – it is fun and quirky. Bring on the next one – I say!
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“I tried it out at the Coogee Bay Hotel last week…”
Now there is an endorsement I’d be looking to avoid.
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This ad is cute! I like the concept of the beer and can’t wait to try it! Haters on here should chill it’s only a 15 sec ad! There are plenty of worse beer ads that are out there made on much larger budgets no doubt!
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This ad is so incredibly shithouse it’s not funny.
Love the astroturfing going on by the agency. Nice work.
The “random” comments about budget etc etc. Just everyday punters I’m sure..
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It seems/says this is a webpromo piece and not an tv ad. some perspective anonymous ppl
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Hey ‘Anonymous’, well done for finally being able to use your ‘astroturf’ phrase. I don’t know much about advertising but I do watch hungry beast like you. I bet youve been waiting a whole week to squeeze it into some random comments
section. Do agencies actually pay people to check this stuff and reply to comments? Waste of money I reckon but I’ll take that job!
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Love the rabbit…
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Worst ad ever.
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“James”
Please don’t get on here and pretend to be a random who knows nothing about advertising. You’re clearly from or associated with the agency that made this and are such a bad writer that you can’t even mask it.
“Looks like this TKM9 digital agency (whatever a digital agency is?) has won the account from some whining other bigger agency?”
Sure James, sure. Whatever a digital agency is. Good grief.
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Big budget or not- this was utter tripe. Whoever produced it doesn’t have a clue. They won’t have this account for long.
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Would the agency and/or client please stop commenting on their own work. It’s embarrassing (for you). If you put your work into a public forum expect some criticism, then try and do better next time.
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Thanks for raising your concerns regarding potential astroturfing of this post.
I’ve taken a look at where the comments have been coming from.
Several that other commenters are suspicious of have come from what appear to be mobile devices using the same telco provider. I’ve no insight into who the poster or posters behind those.
In addition, a number of comments have come from the same IP address. It is an IP address from which people have previously legitimately commented on other Mumbrella stories and identified themselves as working for PR agency Map & Page.
Map & Page is the public relations agency responsible for PRing this particular advertising campaign.
While the staff of Map & Page are of course entitled to share a view on this work – and may indeed have enjoyed a delicous schooner of Bruers Bright at the Coogee Bay Hotel – it may be best to declare an interest in any future comments.
Cheers,
Tim – Mumbrella
(PS – I really liked the ad)
No suprises Tim- that was almost the poorest attempt I’ve seen on here.
“I quite like this piece… its quirky/fun.”
Ummm… No
“This ad is cute! I like the concept of the beer and can’t wait to try it! ”
Ummm… No again.
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Perhaps you can put a list together of any agency who’s ever astroturfed your comments, and headline it ‘Those that don’t get it’. For me, that says a lot about an agency – not only unethical, but clearly not up to speed with the digital world either.
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I had a rep of theirs buy my brothers bucks party 2 rounds. We didnt really ask for the second. It was pretty average beer. But not the worst out there. Plus he was alright getting us free rounds.
As for the ads, really really amateur. Tim was right to highlight M&P’s potential astroturfing.
The idea was there, but wow @ that execution. No gloss, no acting. Looked like a Youtube clip.
However the last shot looked good.
Bring on more beer competitors I say, but as someone who uses several creative agencies for work, I know at least 2 that could put something professional together with this idea for $5k
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