Bundy celebrates Australia in ad fronted by Gyton Grantley
Bundaberg Rum has refreshed its branding, shifting from the “Men Like Us” position of the past two years to celebrate Australian life and the home-grown rum in a $20m push for increased market share.
Bundaberg Rum’s new campaign celebrates the unique nature of Australia.
Under the banner of “Unmistakably Ours” the campaign by Leo Burnett focuses on unique elements of Australia and the 90 second launch ad features actor Gyton Grantley taking on overseas critics and making a call for Australians to stand proud.
Featuring cameos from surfer Julian Wilson, who swam towards a shark attack, and Anna Meares, who returned from a broken neck to win Olympic gold, the campaign points out enduring values of Australia.
It also feature segues to the Sydney Mardi Gras, and finishes at the Bundberg distillery in Queensland.
Bundaberg Rum marketing director Jodi McLeod said the campaign tapped into the role the brand had played in Australian life over the years.
“As an iconic and enduring Australian brand we have always celebrated the Australian spirit but have never articulated this purpose as clearly or with as much pride as we are today,” McLeod said.
” The campaign is a rally-cry to unite all Australians around the best of the Aussie spirit and celebrate everything that makes us and our country brilliantly unique.”
Leo Burnett’s joint executive creative director Vince Lagana said the agency wanted to keep the brand’s sense of humour intact.
“The words ‘Aussie pride’ come with baggage so we set out to create a campaign to remind Australians of the values that make us truly unique today. Values we should be proud of. ” Lagana said.
“All while maintaining the humour that Bundy is famous for.”
The full length TV ad launches during the NRL season opener on Thursday night and the campaign will be supported the through outdoor, social and point of sale.
Twists on the line include “No one does roommates like us” featuring a giant spider and “no one does racing like us” featuring a cane toad.
Credits:
- Diageo
- Adam Ballesty, marketing & innovation director
- Jodi McLeod, marketing manager
- Joanna Gibson, senior brand manager
- Clara Lee, senior insights manager
- Leo Burnett Sydney
- Vince Lagana & Grant McAloon, executive creative director
- Michael Dawson & Adam Bodfish, senior copywriter
- Ben Alden & Nils Eberhardt, senior art director
- Jason Young, senior designer
- Ross Cameron & Graham Alvarez, planning director
- James Walker-Smith, group business director
- Neil Duncan, business director
- Rachel Devine, senior broadcast producer
- Adrian Jung, head of print
- Linda Tran, communications strategist
- Stuart Capel, media director
- Courtney Rule, pr strategist
- Liz Hunt, publicity director
- Gideon Hornung, experience director
- Alexandra Roubine, social media strategist
- Prudence McKendry, content producer
- Kit Baker, content creator
- Gotham Pillai, content writer
- Film Production
- Lachlan Dickie, director / Rabbit Content
- Lucas Jenner, executive producer / Rabbit Content
- Marcus Butler, producer / Rabbit Content
- ARC EDIT, offline
- Blackbird VFX, online
- Song Zu, music & audio
- Toni Higginbotham, casting
- Prodigious Brand Logistics, social content
- Stills Production
- Jamie Macfayden, photographer / Louis & Co
- Will Palmer-Reeves, producer / Louis & Co
- Prodigious Brand Logistics, retouching
- MediaVest
- Lauren Small, client services director
- Craig Cooper, investment & partnership director
- Alicia Phillip, digital director
- Fiona Hedge, planner/buyer
- Kate Holland, account executive
This is a miss.
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I quite like the print, although it’s a little clunky but the broadcast is basically 9 months worth of research group outtakes written into a script by the suit and client and then shot by a second rate director and a third rate cast
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Did someone forget to involve the Planners when writing the TV ad?… it’s a story about the perception of Australian values oversees, no wait it’s a story about inclusiveness and the Mardi Gras, no wait it’s a story about craft and authenticity and the people who make the product. Single-minded it is not.
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Nice idea, but the execution doesnt quite stick the landing. It’s really stilted and doesn’t build momentum. And what’s with the weird graphics in the surfing bit? I’d hardly call that a cameo from Wilson
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Diageo marketing needs to start to deliver on their their own agenda here and stop listening to Leos and talking crap to the media until they show they can. More ropey +60sec broadcast TV drivel. The only winner here is Leos making up for other client losses. Meanwhile Bundy continues on its double digit declines with all hope probably lost after 6mths of this – or 2mths now due to production costs!
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