Dove love for Pure Blonde
This new ad for Pure Blonde featuring a dove with a mysterious blue mark on its head being lovingly restored to health by a beer lover before an unfortunate fate befalls it, debuted ahead of the AFL Preliminary Final over the weekend.
Created by Clemenger BBDO Melbourne, the “Dove love” ad also coincides with the low carb brand’s fifth birthday.
According to Clemenger BBDO ECD James McGrath: “We see ourselves creating the all important next instalment of the Pure Blonde mythology. As always it required the perfect balance between the purity, the mysterious and the perfection of ‘Brewtopia’ colliding head-on with the cynicism of our somewhat grubby and pragmatic world.
Still laughing!
the ONLY remotely interesting and/or funny bit is the last part when the dove gets nailed by the wall…FAIL
love it!
DJ Beer – what can I say – you’re a modern-day Sherlock Holmes.
You’ve really cracked the case here.
(excuse my beer pun)
Regarding the last paragraph of this post, while I don’t believe that I’m exactly the target market for beer advertisements and so perhaps I’m not paying as close attention as some, I think the “slobbish truck driver” in the original ad was collecting rather than delivering the beer.
Sorry, I seem to have been overcome by a pedantry impulse: I’ll go and take my medication.
I think this ad will rely on WOM to ensure people actually watch all the way through to the funny bit. If I saw that in any other environment I would get bored and switch, let alone a bunch of blokes watching the footy. I think it will rely on people telling their mates about that “dove ad” for Pure blonde before they recognise that they need to watch until the end for the good bit.
Perhaps I don’t have a sense of humour today, but I don’t really find the last bit funny.
It makes me think they are trying to capture the “caring” market and the “blokes who couldn’t give a stuff about birds dying” market.
Doesn’t work for me and yes, I am the main Grocery Buyer in my household and yes I am a beer drinker too. (Mind you, as a Coopers Pale Ale and Fat Yak drinker, I can’t see them turning me into a Blonde drinker.)
And any way – what brand was it again?
It’s a joke within a joke. The problem is the second ad’s not phunny. The other joke is the agency convincing the client that their target drinker has loved the first ad so much that they will follow the story from one ad to the next. Nope. Bollocks. Tosh. Just a great way to milk more money from a client with a large marketing money clip. I could do better. Really.
It’s set up for a sequel with that next dude finding the bird….
Daisy, I think you’re right – I stand corrected.
My own view, by the way, is that this is nicely shot, nicely written and has a great choice of soundtrack. It’s a good ad.
As for the comments about length, I’m sure there is, or will be, a 30s version too.
Cheers,
Tim – Mumbrella
For me, the ad has the opposite problem to the one suggested by Nitro. I’ve seen the ad twice, but have only caught the end of it. Without context, it’s in extremely poor taste. Now that I’ve seen the whole thing, I still don’t think it’s funny. I’ve bought Pure Blonde for a while but won’t buy it again. If this ad’s an attempt to appeal to male drinkers, does that really have to involve p@#$ing off existing customers? FAIL.