Lion, BMF poke fun at corporate go-getters as year-long XXXX campaign hits TV screens

XXXX Gold will poke fun at the fast-paced, technology-driven world in which we live during a 12-month campaign which kicked off last night following a week-long teaser campaign on social media.

The first of a series of TV ads aired last night with the Lion brand again returning to XXXX Island on the southern Great Barrier Reef. The 30-second execution shows four business yuppies grounding their yacht and becoming stranded on the island with no mobile phone reception.

The campaign continues to position the brand as part of the “good life”, where a fishing rod or BBQ tongs are more important that a mobile phone.

“We wanted this new campaign to utilise the power of creative story-telling, and create an entertaining storyline that has some fun with the superficial societal pressures imposed on modern day Aussies,” Lion marketing director Matt Tapper said.

“We wanted to highlight the concept of the “good life” that the XXXX GOLD brand is renowned for in a way that would really resonate with viewers.”

He added that the campaign was part of a “big year” for XXXX following the completion of a brand refresh.

BMF creative director for XXXX, Justin Ruben added: “We think that the good life is a massive part of what makes living in Australia so great. And the more we thought about it, the more we began to realise that there could be a really interesting story to tell around showing that everyone has this ‘good life’ in them.

“For some, it just takes longer than others to put down their phones and take their jumpers off their shoulders but it’s possible for all of us to get there.”

The television campaign will run nationwide and also be supported with integrated digital, PR, social and outdoor activity.

The brand has also been running a series of online teasers ahead of last night’s TV launch.


Creative Agency: BMF

Creative Director: Justin Ruben

Art Director: Flavio Fonseca

Copywriter: Piero Ruzzene

Group Account Director: Anthony Moore

Account Director: Emma McJury

Producer: Jenny Lee-Archer

Director: Leo Woodhead

Production Company: Revolver

PR Agency: Res Publica

Media Agency: Bohemia

Digital Agency: The White Agency


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