Bundy’s exploding croc gets the all clear from ad watchdog
It’s okay to blow up crocodiles on golf courses, the Ad Standards Board has ruled.
The decision came after the ASB received a string of complaints over Leo Burnett’s ad for Bundaberg Rum.
The surreal ad features the creators of Bundy returning from the past to berate a golfer who’s willing to let the obstacle of a crocodile on the course hurt his score.
While most complaints focused on the cruelty to the blow- up crocodile, one complained it might be upsetting for soldiers returning from Afghanistan, saying:
“It is also totally insensitive to the issues around improvised explosive devices faced by Australian and allied troops in overseas theatres of war.”
However, the ASB ruled that the ad did not breach its rules on violence. The board’s decision was also put to an independent reviewer, who confirmed the ruling.
Leo Burnett perhaps anticipated the campaign might cause offence as it also created an ad ready to respond to complaints:
And it also created an apology for the apology featuring what appeared to be crocodile skin luggage:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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“The thinking man’s rum”…. really?
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I’m sorry – this is genius.
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The bigger issue is this ad sucks. Bring back the Bundy bear.
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I’ve got to say that this is excellent. I thoroughly enjoyed it, however, I think I would’ve enjoyed this much more had I not known about the exploding croc.
Good show lads.
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Is it insensitive, making light of or encouraging cruelty to animals? Probably. But as for what constitutes as wit, definitely in breech of normal standards.
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I like it – shame they didn’t blow up the bogan polar bear instead.
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I love it. Huzzah!
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Yeah I think I like it too…!
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Mildly humorous, but will Queenslanders get it? Surely he’s talking too fast, ay?
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Ridiculously rad. I’m going to have to watch it over and over. This is one heck of a great ad.
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Meh. Doesn’t make me want to order/drink/buy Bundy rum. More of an ad designed for ad makers to marvel at. Fail.
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Animal cruelty issues aside, certainly seems a strange repositioning of the brand. The thinking man’s rum? Up until know, it’s only been the thinking man’s rum for the man’s who’s thinking he’d like to glass you.
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i like it
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Its hilarious, but im not going to drink bundaberg because of it… Its a bloody awful drink.
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Even that great ad can’t get me to believ Bundy is the thinking mans rum – it is far to big a leap from the bear, and sponsorships of the Dennie Ute muster.
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We like this.
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