Lion Nathan unveils new XXXX GOLD ad
Lion Nathan will this weekend air the latest TV ad for its XXXX GOLD beer brand, reviving the ‘four men and a dog’ theme previously used in its advertising.
The Beach Shack campaign, developed in partnership with BMF, will continue to focus on the idea of mateship and the larrikin humour.
The ad introduces a new group of mates – Brucey, Red, Robbo and Mick, as well as their dog, Digger.
The group is shown enjoying a mates’ weekend away and features a range of scenarios where they work together to get around tricky problems such as how to keep a TV running without electricity or frying a fish without a frying pan.
Josh Gaudry, XXXX marketing manager, said: “This campaign introduces us to a new group of mates who typify the XXXX GOLD drinker – down-to-earth, loyal, humorous Aussies who enjoy nothing more than spending time together with a cold XXXX GOLD in hand.”
The actor playing ‘Robbo’, Michael Thomson, was chosen from over 1,000 people who answered a casting call to find a genuine XXXX drinker to star in the campaign.
The ad will launch this Sunday.
Credits
- Client: Lion Nathan, XXXX GOLD
- Creative Agency: BMF
- ECD: Warren Brown
- Art Director: Dan Walton
- Copywriter: Mark Clothier / Warren Brown
- TV Producer: Sue Stewart
- Planner: Simon McCrudden
- GAD: Lisa Ramsey/ Patrick Cahill
- AD: James Kennedy
- AM: Ben Glasson
- Director: Nick Reynolds
- Production House: Curious Films
- EP: Peter Grasse
- Producer: Tara Riddell
- Media buying: ZenithOptiMedia
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
Linkedin
Things bogans like: This ad.
User ID not verified.
Reasonable idea but terrible execution
User ID not verified.
now what …..was it…… they told us about puns at award school?
hmmmm…
User ID not verified.
12.32 Things bogans drink: this beer
User ID not verified.
This concept has been going around for years and years. Poor execution – looks like work done by someone still at tech
User ID not verified.
bubbaganoosh – the new TV ads don’t particularly work for me either. But they certainly don’t look like they were made by ‘someone still at tech’.
Let’s not forget that more than one person (i.e not just the creative director) comes up with these ideas which get thrashed out and further developed among all those involved and then eventually get made and aired (the marketers themselves don’t sit idly either).
Like the ads or not they’re clearly resonating with the target audience if Lion Nathan has decided to continue on with this same tone and theme.
For me though, if we’re talking about new beer ads with that similar blokey sense of humour then Toohey New’s ‘Beer Economy’ is my pick.
Cheers,
Camille – Mumbrella
Clearly Camille is wrong. I like them.
Cheers,
Tim – Mumbrella
Sorry BMF and Lion, these are bloody rubbish!
Time has moved on and so have your drinkers. If you think that type of humour really does still resonate with XXXX Gold, you’re KING dreaming.
User ID not verified.
I wouldn’t have this on my reel.
User ID not verified.
Isn’t XXXX Australia’s biggest selling beer?
I’m sure BMF/Lion Nathan know exactly what they’re doing.
And exactly what resonates with their Queensland audience.
I’m pretty sure the last thing they’re worried about is what (or what not) you would put on your reel.
It’s called the Advertising Business.
User ID not verified.
Agree, I’m sure Lion Nathan/BMF know exactly what they are doing – as pointed out before by Camille “Like the ads or not, they’re clearly resonating with the target audience if Lion Nathan has decided to continue on with this same tone and theme.”. Its not about “us” it’s about the target market. Sooooo….. in short it doesn’t matter that I don’t find the ads appealing – what does matter is that the target audience does. And it seems evident to me that “this” strategy is working for them…. hopefully it continues to produce the same/better outcomes in the future….
” what you don’t realize is that BMF is making all this money for them and all you do is write a bunch of crap about them
*LEAVE Lion Nathan ALONE* ”
Sorry about the Chris Crocker spoof :/
Or not 🙂
User ID not verified.
One can only assume the following:
1. The ‘building the boat idea flopped’.
2. The original cast (ie. Jacko and Co) wanted too much money.
Hence the need to bring in a younger, unknown cast and remake the same pun-based gags.
User ID not verified.
Alternatively Richard, they feel it’s an aging brand and they chose a younger ‘unknown cast’ in an attempt to a younger target audience?
User ID not verified.