Clems produces a Pure Blonde moment

Pure Blonde adA James Vincent McMorrow cover of Steve Winwood’s classic song “Higher Love” is the backing music to a big-budget TV commercial for Pure Blonde, created by Clemenger BBDO Melbourne.

The 60-second spot, which features a stream of blonde-haired people moving through a city to form a river of blondes, launches online today and will premiere on TV this Sunday and in cinemas next Thursday.

“Research suggested Pure Blonde owned the iconography of blondes from earlier ads so the task was to take this imagery into a more premium space,” said Ant Keogh, ECD of Clemenger BBDO Melbourne.

Andy Meldrum, GM of marketing for Pure Blonde said: “From the outset, the Pure Blonde team felt there was a better approach to making beer which is why today we are committed to delivering a beer to Australians that contains nothing artificial. This year, we wanted to bring to screens that same sense of purity – a fleeting moment in time when things just come together.”

“We kept coming back to that feeling when you are able to let go of everything else around you; with the pace of life getting faster and faster anything that makes you stop, think and feel… That’s a Pure Blonde moment,” Meldrum added.

A social media element will invite Pure Blonde drinkers to share photos on Facebook that represent their “Pure Blonde” moments. The best pictures images will be used during the campaign, in a crowd-sourced video montage.

The ad sees a change of strategy away from “Brewtopia”, the Middle Earth-like world where the previous three Pure Blonde campaigns have been sent. After the launch of the last campaign, in 2010, group marketing manager Richard Oppy, told Mumbrella: “The question is: can we rebuild Brewtopia, or is it time for a new idea? That’s our big challenge.”


Pure Blonde

Chief Marketing Officer – Andy Gibson

  • General Marketing Manager – Andy Meldrum
  • Marketing Manager – Alastair McCausland
  • Senior Brand Manager – Beau Boundy
  • Assistant Brand Manager – Amy Kearney

Clemenger BBDO Melbourne (Lead creative agency)

  • Executive Creative Director – Ant Keogh
  • Creative Director Writer – Julian Schreiber
  • Creative Director Art Director – Tom Martin
  • Executive Producer Agency – Sonia von Bibra
  • Executive Planning Director – Paul Rees-Jones
  • Managing Partner – Paul McMillan
  • Senior Account Director – Peter Chapman and Brett Williams
  • Production Company – Revolver
  • Director – Steve Rogers
  • Producer – Pip Smart
  • Executive Producer – Michael Ritchie
  • Post Production Offline – The Butchery
  • Post Production Online / CGI – Animal Logic
  • Editor Offline – Jack Hutching
  • Online / CGI Team – Kirsty Millar/Jonathan Hairman/Manuel Macha/Rogier Fransen/Sarah Hiddlestone
  • Music Supervisor – Level Two Music – Karl Richter
  • Song – “Higher Love”, performer – James Vincent McMorrow, Writers – Will Jennings / Steve Winwood

The Conscience Organisation (Digital agency)

  • Clive Burcham – Executive Producer
  • Tom Phillips –  Managing Partner
  • Danny Robson – Planner
  • Jackson Mullane – Director
  • Alex Weetch – Digital Strategist
  • Justin Ridler – Photographer

Media Company – MediaCom

PR – Liquid Ideas


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