Multix turns to Indiana Jones and the temple of foil

Multix has nodded to 1989 movie Indiana Jones and The Last Crusade with a medieval knight demanding a customer chooses their brand of aluminium foil wisely, or face the consequences.

The ad was created by DDB Melbourne.

Rebecca Lowth, marketing manager at Multix, said in a press release: “The alfoil and baking paper aisle in a grocery store is just a sea of the same colours and no real defined differentiation. So most people don’t even think about which one to choose.

“However, Multix is the market leading bags/wraps/foils brand and we are constantly evolving to meet savvy Australian’s household needs. Our alfoil is better because it’s made from a superior, higher cost alloy, and with this new campaign we wanted to raise awareness of that.”

In the 19-year-old Indiana Jones movie, the elderly crusader offers a choice between a number of drinking receptacles, only one of which is the Holy Grail.

However, the consequences of choosing unwisely are not so dire. In the movie, the wrong choice led to instant disintegration. In the ad, the consequences are being wrapped in foil

Stu Turner, executive creative director at DDB Melbourne, said DDB wanted to create a character who would get very upset when consumers didn’t make the right decision.

“We liked the idea of creating a character that would get very upset when you didn’t make the right choice and would punish you accordingly, using alfoil in creative ways of course.”

“The positioning of ‘Choose wisely’ we hope will enter the mind of the consumer at the point of purchase, in a fun way that makes them laugh. We have taken the knight character into social as well with some really strange and humorous content to further extend the campaign.”

Choose wisely: New Multix ad

Choose wisely: Indiana Jones


  • Client: McPherson’s
    Marketing Manager Household Consumables: Rebecca Lowth
    Marketing Project Manager: Josefina Chediack
  • Agency: DDB Melbourne
    Executive Creative Director: Stuart Turner
    Art Director: Becky Morriss
    Copywriter: Anna Yates
    Head of Broadcast: Tuesday Picken
    Client Service Director: Lucy Haworth
    Senior Business Manager: Caryn Boyd
  • Production Company: FINCH
    Director: Alex Roberts
    Executive Producer: Corey Esse
    Producer: Amy Dymond
    DOP: Tim Tregoning
    Production Designer: Lucinda Thomson
    Costume Designer: Lenna Boord
  • Post-Production: Nakatomi
    Colourist: Martin Greer
    Flame Artist: Jonte Wendt

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