Bundaberg Rum’s Bundy R. Bear awakens from 15-year hibernation
Bundaberg Rum has resurrected its iconic white-furred mascot, Bundy R. Bear, in its last brand platform, via Leo Burnett Australia.
Debuting during the 2024 NRL Grand Final, the ‘Forever Classic’ campaign spotlights how Bundy Rum can serve as the sun that “good times and classic moments” revolve around.
The campaign’s 30-second ‘Bear Transplant’ spot, sees Bundy catching up with a group of his human friends at a pub. After complimenting Gorden ‘The Raging Bull’ Tallis – a legendary NRL player – on his head of hair, Bundy turns around to a speckle of laughter from his friends, as it’s revealed that Tallis’ hair comes from the bear’s back.
‘Bear Transplant’ is one of four TVCs, with the other three expected to “go live over the coming months”. Nash Edgerton – an Australian director known for his work on 2018’s Mr Inbetween – directed all four films.
As for Bundy himself, Leo Burnett Australia and Bundaberg Rum collaborated with Oscar-winning prosthetics and costume company, Odd Studio, on its construction. Measuring 7-feet and completely animatronic, Bundy is expected to appear “in all future commercials” moving forward.
Outside of the commercial’s television broadcast, it also aired within the NRL Grand Final stadium at half time. At the time, people who bought a Bundy & Cola were given a polar bear wig, with one purchaser winning a cash price valued at $3,500 – the amount of money it would cost someone to receive a hair transplant in Turkey.
“The return of Bundy R. Bear at the NRL Grand Final is a proud moment for us, embodying the humour, heart, and unmistakable Aussie spirit of Bundaberg Rum,” said Diageo’s Matt Miles, marking manager – rum portfolio.
“We’re thrilled to bring Bundy Bear back to his loyal fans after such a long break, and having Gorden Tallis onboard for this classic Bundy moment only heightens the excitement. This is just the beginning of many more timeless moments with our mate Bundy as we launch the ‘Forever Classic’ platform.”
Apart from Leo Burnett Australia, Hearts & Science worked on the campaign’s media planning, with HAVAS Red covering the platform’s earned storytelling, and influencers celebrating Bundy’s triumphant return.
“Getting the opportunity to bring back the iconic Bundy bear was a real career highlight,” added Leo Burnett Australia’s group creative directors, Tommy Cehak and Tim Woolford.
“We’re excited for Aussies to connect with their 7-foot furry mate even more as the whole campaign rolls out over the next few months. We were unfortunately not eligible to enter the Turkey promotion.”
Campaign Credits
Diageo | Bundaberg
Marketing Manager – Matt Miles
Senior Brand Manager – Emma Ryan
Assistant Brand Manager – Laura Rey Rodriguez
Marketing & Innovation – Hayden Abercrombie
PR & Culture Lead – Joanna Walsh
Creative Agency – Leo Burnett Australia
General Manager – James Walker Smith
Chief Creative Officer – Andy Fergusson
Chief Strategy Officer – Catherine King
Group Creative Director – Tommy Cehak
Group Creative Director – Tim Woolford
Copywriter – Bill Scheggia
Copywriter – Kevin Ma
Art Director – Lewis Catalano
Senior Designer – Johnson Diep
Senior Designer – Tiffany Wilson
Group Account Director – Tyson Mahon
Senior Business Director – Thomas Smyth
Senior Integrated Producer – Libby Spark
National Director of Production – Michael Demosthenous
Media – Hearts & Science
Chief Strategy Officer – Kim Dolengowski
Group Business Director – Katie Hailes
Business Director – Declan Peach
PR Agency – HAVAS Red
Managing Partner, Consumer & Brand – Laura Cario
Client Services Director – Georgina Thompson
Senior Account Manager – Anokina Ruel
Senior Account Executive – Claudia Warren
Account Executive – Ffion Williams
Bundy Production Credits
Production Company: Collider
Managing Partner & Executive Producer: Rachael Ford-Davies
Director: Nash Edgerton
Executive Producer: Tom Slater
Producer: Serena Paull
Production Manager: Celia Tulevski
1st AD: Adam Wareham
Director of Photography: Crighton Bone
Production Designer: Mike Price
Animatronics: Odd Studios
Wardrobe Stylist: Sophie Fletcher
Casting Director: McGregor Casting – Stevie Ray
Post Production: Arc Edit
Post Producer: Olivia Reddy
Editor: Drew Thompson ASE
Colourist: Fergus Rotherham
Online: Richard Lambert Editor: Drew Thompson ASE
Producer: Olivia Reddy
Colourist: Fergus Rotherham
Online: Richard Lambert
Sound Designer: Damian Waddell.(MassiveMusic)
Sound Producer: Alexa Tonkin (MassiveMusic)
Bundy Bear created by Odd Studio
Design & supervision: Damian Martin
Workshop supervisor: Adam Johansen
3D Sculptor: Colin Ware
Lead fabrication: Phoebe Thompson
Fabrication: Kim Morris
Key animatronics: Greg McKee
Key animatronics: Matt Ward
Animatronics: Phil Young
Lead Fur artist: Katyani Tumahai
Fur artist: Amy Vaughan
Fur artist: Kala Harrison
Fur artist: Emily James
Foam runner: Steve Katz
Mould shop: Luke Brown
Mould shop: Nathan Larsson
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Bundaberg Rum
Bundy R. Bear
Bundy Rum
Diageo
Gorden Tallis
Havas Red
Hearts and Science
Leo Burnett Australia
Matt Miles
Nash Edgerton
ODD Studio
Tim Woolford
Tommy Cehak
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