Bundy kicks off $20m summer spend with new Lazy Bear ad

Bundaberg Rum has kicked off its pledge to spend $20m to push a lighter, fresher range of pre-mix drinks with its first ad for Bundaberg Rum Lazy Bear.

The campaign moves on from the bumbling ship builders who have featured in the master brand ad for the past year to focus on four blokes in hammocks on a beach.

Swinging like a Newton’s Cradle the men use physics to grab Lazy Bear bottles from an esky in a nearby tree.

The work also includes a small ‘easter egg’ for sharp-eyed viewers.

The campaign by Leo Burnett promotes the new line as ‘perfect for afternoon’, a time not normally associated with rum drinking, as the company focuses on the new trend towards more casual daytime drinking.

Jodi McLeod, marketing manager at Bundaberg Rum, said that the launch was the biggest for the brand in several years.

“We’re excited to be launching a campaign that brings to life lazy time with our signature humour and reintroduces Bundy R. Bear to surprise and delight everyone who has been missing him from our screens,” McLeod said.


  • Client – Diageo
  • Marketing and Innovation Director: Adam Ballesty
  • Head of Strategy and Innovation: Drewe Letchford
  • Innovation Futurist: Joe Spence
  • Marketing Manager: Jodi McLeod
  • Senior Brand Manager: Karl Roche
  • Assistant Brand Manager: Anita Mamo
  • Agency – Leo Burnett Sydney
  • Chief Executive Officer: Pete Bosilkovski
  • Executive Creative Director: Grant McAloon & Vince Lagana
  • Senior Art Director: Nils Eberhardt & Ben Alden
  • Senior Copywriter: Dave Govier & Michael Dawson
  • Executive Broadcast Producer: Tim Pietranski
  • Integrated Producer: Cassie Collin
  • Head of Print: Adrian Jung
  • Strategy Director: Ross Cameron
  • Group Business Director: James Walker-Smith
  • Business Director: Neil Duncan
  • Business Manager: Aaron Wall
  • PR Director: Liz Hunt
  • Head of Connect: Emma Montgomery & Karla Pritchard
  • Communications Strategy Director: Linda Fagerlund (nee Tran)
  • Media Director: Stuart Capel
  • Media Agency: MediaVest
  • Production – Revolver
  • Director: Steve Rogers
  • EP/Producer: Pip Smart
  • EP: Michael Ritchie
  • DOP:  Geoffrey Simpson
  • Editor:  Bernard Garry (The Editors)
  • Grade:  Ben Eagleton (BE Colour)
  • Post Production/VFX: FIN design
  • Post Supervisor:  Justin Bromley
  • Music: Song Zu

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.