Urban deer in Jägermeister’s first Australian TV ad

Jägermeister has launched its first campaign for the Australian market.

The ad, which like BMF’s ad for Tooheys Extra Dry features a deer wandering through city streets, was first screened in 2010.

Creative agency Mixitup won the German digestif brand in June last year, and the ad has already aired in Germany.

The music track in the ad, Taurus Chorus, was by Aussie singer Abbe May.

Jonathan Howells, group brand manager at Suntory, the Australian distributor for Jägermeister, said: “In the new ad campaign, Jägermeister invites people to ‘hunt out’ a new drinking experience. The commercial taps into the social behavior of our core audience of 20-35 year olds, who constantly seek out new cultural experiences and are the first to be ‘in the know’.”

“The commercial encapsulates the mystique of the Jägermeister brand, while acknowledging the good times shared between friends when drinking Jägermeister. It further supports the new direction for the brand which we hope will get people talking and rediscovering the brand and its fascinating heritage,” he added.

Media planning and buying was by Zenith Optimedia.

The ads will run from 18 March until 30 April.


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