Lion Nathan launches first TV ad for James Boag’s Pure

Lion Nathan has launched the first ad campaign to promote its new premium beer brand, James Boag’s Pure.

The TV ads are set in the wilderness and follows a similar Tasmanian-centric mythical theme as the much awarded Pure Waters TVC for the flagship James Boag’s brand. Its accolades have so far included a Gold Lion at Cannes and more recently a Gold Pencil at AWARD Awards.

The James Boag’s Pure TV and cinema ads, created by Publicis Mojo Sydney, show a world at night experiencing a series of strange natural phenomena, culminating in the discovery of the beer.

It is accompanied by the campaign line “From the Only Place it’s Possible”. There will also be digital activity launching later this year and press ads early next year.


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