Iron Jack depicts what it means to be a ‘capable man’ in thirst crushing campaign

Lion Beer’s Iron Jack has depicted what it means to be a “good capable man” in its ‘thirst crushing refreshment’ campaign.

Created by Ogilvy and UM, the 30 second television campaign shows a man and his dog going to an old pub in the Australian outback after work as the man is shown getting his dog a drink of water before drinking his own beer.

The campaign aims to show the universal bond between a man and a dog while also showing the qualities of  “a good capable man”.

Alongside the television ad, the campaign will also air on out of home billboards and position the beer as “clean and refreshing”.

Toby Harrison, chief strategy officer at Ogilvy Australia, said in a statement: “Australia has changed so much in the last two decades. And for many men, the world they find themselves in is complex. Their roles and responsibilities have grown and what is expected of them has become harder to navigate.

“Whilst a lot has changed, what it takes to be a good bloke hasn’t. And we wanted to send a simple message to Australia to remind them of that.”

Amy Darvill, portfolio marketing manager for Lion, said the campaign’s hero character is the type of guy everyone wants to have around.

“He’s a handy, switched on sort of guy – but he’d be the last to admit it.

“While at the end of a hard day there is nothing better than an ice-cold Iron Jack, a good bloke looks after those around him first. That’s just the kind of guy he is.”

The campaign also aims to help Australian Working Dog Rescue International (AWDRI) save more than 1,600 dogs.

Iron Jack will provide AWDRI with both marketing and financial support as part of its latest campaign.


  • LION
    Amy Darvill – Portfolio Marketing Manager Contemporary Brands
    Ed Jamison – Senior Brand Manager
    Liam Jeffries – Brand Manager
  • UM
    Declan O’Dwyer – Group Business Director
    Chris Colter – Sydney Strategy Director
    Toby Young – National Connections Design Director
    Michelle Grogan – Client Director
    Jonny Day – Connections Design Director
    Lorena Chiarella – Partnerships Director
  • Ogilvy
    Boris Garelja – Creative Director
    Carl Robertson – Art Director
    Toby Harrison – Chief Strategy Officer
    Andrew Braithwaite – Strategic Planner
    Ben Frost – Group Account Director
    Ola Moszumanska – Account Director
    Pippa Coleman – Senior Account Manager
    Renee Nadin – Broadcast Producer
  • Production
    Director: Scott Pickett
    Executive Producer: Adrian Shapiro
    Producer: Yolande Dewey
    DOP: Crighton Bone
    Production Designer: Jon Dowding
    Editor: Stu Morely
    Post: The Editors
    Sound Studio: Song Zu
    Music Supervisor: Ramesh Sathiah
    Sound Designer: Abigail Sie
    Audio Producer: Meg Drummond
  • Geometry
    Kate Warren-Smith – General Manager
    Belinda McKinnon – Group Account Director
    Ashley Cheng – Senior Account Manager
    Ben Walker – Planning Director
    Brad Madge – Creative Director

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