Another version of Leo Burnett’s ‘Bundy’ Lions entered Press ad ran in National Liquor News

Leo Burnett Sydney’s ‘Bundy’ ad celebrating Bundaberg Rum’s 125th anniversary appeared on the cover and as a double page spread of the November issue of trade press title National Liquor News, Diageo has confirmed.

'Bundy' as it appeared in the National Liquor News

‘Bundy’ as it appeared in the National Liquor News

Yesterday Mumbrella ran a comprehensive wrap up of where each entry into this year’s Cannes Lions Press category ran, with a search by Ebiquity showing a version of the ‘Bundy’ ad had run in the Courier-Mail last November.

However, the execution, and the one highlighted by Diageo, are subtly different from the execution which was entered for Cannes but failed to make the shortlist. Under the rules of the Lions entries must be submitted exactly as they ran in the media.


The version entered for the Cannes Lions

The version entered for the Cannes Lions

Mumbrella reported yesterday a version of the ad had run in The Courier Mail which was different from that entered for the Lions. Diageo, the parent company of Bundaberg Rum, has clarified was a souvenir lift-out to coincide with the anniversary and the release of a limited edition $1,250 bottle of rum called the BDC 125th Anniversary Rum.

However, the execution in National Liquor News singled out by Diageo also differs from the one entered into the Cannes Lions as it is missing the plaque underneath which reads “The Rumnaissance” and has a logo and message in the bottom left hand corner.  Under the rules of the Lions all work must be entered “as it ran”.

Leo Burnett has still not responded to repeated requests for clarification from Mumbrella despite an original inquiry being made more than a week ago. A series of Samsung ads entered for the Lions by the agency have also not yet been found.

The artwork was also used on social media and in-store.

The cover of the National Liquor News

The cover of the National Liquor News


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