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.
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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um….
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eek…..what
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wtf was that?
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yep. I get it. Drink 1 dozen Boags Pure and you’ll get headspins.
Simple really.
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Not only do i feel really weird, but I’m possibly scared of Tasmania now.
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It’s like the Blair Witch Project on crack!
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Great, they’re putting LSD in beer now!
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Love the new TVC… makes me want to try Pure… that or I am just really in need of a beer today!
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Wow I think that is amazing
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i didn’t like it.
plus i got dizzy. the camera was spinning for about 4.26 seconds too long.
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Thumbs up from the Warner Brothers!
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This is either ingenious or un-genious. It frustrates me because I have absolutely no idea what’s going on and it tells me nothing about the beer apart from the fact that it’s from a place where trees combust and crows explode into what look like moths. (by the way, did Mojo recently have a competition to see how many ads they could get crows into?) It’s very pretty, but it’s pretty dark. Am I over thinking it or not thinking about it enough? Somebody please help me because this is just making me feel dumb.
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I have never seen a beer ad like this. I’m tired of seeing the same old beer ad formula with guys being guys then something dumb/funny happens. This is very different which is why i think it’s great.
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Awesome work – congrats. A breath of fresh air in a world now dominated by naf beer ads.
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Great work by the ad agency to cut costs by using all the cutting room floor shots from the 5 seeds ad. Two brands, one location, one production crew, same flock of birds, two different retouching teams.
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This is meant to be a beer ad??? Sorry to those who are tired of formulaic beer ads featuring…god help us people enjoying the product and heaven forbid they are blokes too(primary consumers in the category).. but what exactly, apart from being different is the idea here??.. compared to the good Pure Waters Boag’s work this is just a piece of meaningless fluff parading as an idea
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Different but in a good way
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@anothermous: is it? I’m still a bit “jury’s out”, but at least it’s different. And I guess when you’re launching a new beer into a beer heavy market with a beer that doesn’t seem too different to other beers, you’ve got to be different somehow. I’m still very confused, but I wouldn’t describe it as ‘meaningless fluff parading as an idea’.
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Love the sound of the trees and the bats are cool
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Love, love, love this. A little biased though – the track used is by The Books, a band that I adore (here for Sydney festival if you like em too!).
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Love it! And love that it’s so unexpected and unsettling for people. It’s experimental and truly original. I think most people will grow to love it. Congrats to all involved.
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It may not say much about the beverage but at least there are no ‘sleazy guys and tacky girls’
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at least we have moved on from ‘big ads’
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LOVE IT! Has no one else picked up on the religious connotations at play in the ad. Burning tree at the start is the voice of God, followed by a series of events that somewhat resembles (although not the same) the ‘plagues’ in the story of Moses and the Dove of peace at the end. Tassie has been cleansed by God, therefore allowing them to create the beer in its purest form. Boag’s Pure…
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If that is the case then I’m sure all those beer drinkers out there who get off on religious connotations will be falling over themselves to get some now. Those who like ads that make them thirsty will have to wait for the next one I suppose
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Why are people such negative assholes……Is it different in the category – Yes, will people take notice – Yes, does it position a new brand clearly in a cluttered market – Yes. Do I work for the agency – NO, am I sick of crap comments like this that have migrated across from CB, yes.
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Well said Chris Walton.. JH there are other ways of differentiating in a cluttered market ..its called making a good ad..Yes
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This is a good ad. I like it and clearly so do some other commenters. Obviously it’s not for everyone but of course something this unusual isn’t going to appeal universally. Let’s wait and see how the beer does in sales before we write off this new- fandangled approach of doing something ‘different’.
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Excuse me for being skeptical but I’m currently Googling “Brad Clark Planner Mojo Sydney” and “Brad Clark Client Boags”.
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I really like the images. Whoever did the effects did a great job.
However…almost expected the pouty pale Vampires from New Moon to show up at one point and not sure this will help beer drinkers remember the brand which is surely the point of all this.
And I’m sure the media agency hates it. 60 seconds for tv? In 2009? How luxurious.
You really want to get cut through at those prices.
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@ Brad Clark
I’ve never seen punters get that deep in pre-testing or post for that matter but if you say so….
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I could say nonsense, but I won’t. I feel like indulging.
One for the semiotics guys to ponder; maybe over a strong malt and some Ketamine.
Sure, it makes no sense whatsoever, sure it’s completely up itself –
but you can always claim that was the point.
I suspect this is gonna look pretty good on my 52″ plasma.
I suspect I wont tire of it quickly, but then I like Kaufman movies.
And for those that don’t get it at all – they can look at the pretty pictures,
and imagine there’s something special in the world that they’ll never understand.
And that could be pretty special. Positioning: the poets beer.
Hope there’s a big enough market here in Aus.
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The more I watch it, the more I like it. And when it’s time for pens down this afternoon, I’m going to head to the pub and try one.
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I like it!
But then again I also like Raoul Duke – http://duffydotcom.com/illust_fear.jpg
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I’m pretty demanding but I wish I could find out more about it on the Boag’s website…
http://www.boags.com.au/#/brands/
Or maybe on Google…
http://www.google.com.au/searc.....=firefox-a
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