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Obnoxious Poms for BMF’s Lions Test campaign

Lions BMF Channel TenCreative agency BMF has released a series of ads promoting the Lions Test, featuring an English rugby fan making fun of Australia.

Four ads have been released for Network Ten so far, each running at 20 seconds, and BMF says there are more planned as the series goes on.

Each ad focuses on an English fan sitting in a pub, making fun of everything from wallabies (the animal) to Australian food and Australian television. An arm, clad in a yellow and green sleeve, slaps a sticker saying “Keep the Brits Quiet” over the man’s mouth at the end of each ad.

The most recent ad shows the fan gloating over the Lion’s win against the Wallabies on Saturday.

Alex Caredes, BMF’s director of business development, said he hopes the ads stir up an “age-old rivalry.”

“We’ve all heard of whinging poms, and whinging brits, these ads speak specifically to the recent influx of whinging Lions
supporters.

“Turning these around in just a few days from brief to on-airis a great achievement, and goes to show what you can get done when you have the right relationship and systems in place.”

Creative credits:

  • Client: Channel Ten
  • Agency:BMF
  • CD: Justin Ruben
  • Copy: James Beswick
  • Art Direction: Jonty Bell, Lincoln Grice
  • Director of Business Development: Alex Caredes
  • Account Manager: Will Woods

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