Lion Nathan TV ad plays up SA and Victorian rivalry

Lion Nathan has unveiled the latest TV ad for its West End Draught beer brand in South Australia, poking fun at an old Tourism Victoria advertisement created by Publicis Mojo.

The new “Ball” ad, developed with BMF, continues the strategy of playing up the interstate rivalry between SA and Victoria.

Josh Gaudry marketing manager, said: “South Australians are the most parochial, community-minded people in Australia. They are extremely proud of their state and their lifestyle, and although times are moving on, there’s still one group of people they love to take the mickey out of – Victorians.

“Our campaign needed to be fresh, humorous, and above all make WED a central player again in the great SA‐VIC rivalry.”

The ads introduce the SA audience to the idea of “beer karma”. It revolves around the theory that for every West End Draught a South Australian drinks, “a Victorian cops it”.

In the ad, two mates in SA are shown drinking WED and discussing the concept of beer karma. It then cuts to a shot in Victoria, spoofing the 2006 Publicis Mojo-created “Labyrinth” ad for Tourism Victoria. It centres on the giant ball of red thread that featured in the original tourism ad.


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