James Boag gets back in the water
The second part of Publicis Mojo’s new campaign for Tasmanian beer James Boag has been launched.
Again playing on the pure waters message, the “Russell Falls” ad promotes Boag’s Draught. It follows the launch a fortnight ago of the James Boag Premium ad.
CREDITS:
- Agency : Publicis Mojo, Sydney
- Executive Creative Director – Micah Walker
- Creative Team –Ian Williamson, Pim Van Nunen.
- Agency Producer – Anna Richmond
- Planner – Nicole Milward
- Commercial Director – Lois Donaldson
- Account Director – Simon Ludowyke
- Production Company : Revolver
- Director – Steve Rogers
- Executive Producer – Michael Ritchie
- Producer – Pip Smart
- DOP – Simon Duggan
- Editor – Alexandre de Francesci
- POST FX – Fin Design+Effects
- Music – Elliott Wheeler at Turning Studios
- Sound Design – Simon at Nylon Studios
- Sound – Sam Petty
- Production Designer – Chris Kennedy
- Costume – Margot Wilson
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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They had to go back to the water but this falls flat for me
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Too tryhard
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I love the carried feeling in this series, its a strong sense of pride in the beer, but it needed a little more or a little less, giant wind up whale?
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Kinda cute, but a little bit ho hum, seen it before.
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After holidaying in Tassie, loving the food and the beer on the visit, this ad does a lot for me. But that is me with the emotional connection that a great holiday brings, and I can understand why others have left the other comments above.
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You can only finese what was once a winning idea so far before you appear to be flogging the hell out Phar Lap’s carcus.
Extenstions and sequels rarely eclipse the original, as much of the zeitgiest captured in the moment is difficult to replicate.
If you must persist, the execution should be just as fresh, crisp and as snappy.
This attempt adds too many layers so it gets too clever – just keep it simple.
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Love it.
Envious of their budgets…
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When people discover just how badly the local forestry industry is poisoing the water supply down here via aerial spraying, these sorts of campaigns will start to backfire.
“Clean, green Tasmania” is a myth.
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