Clemenger BBDO launches 90# Pure Blonde spot online prior to national TV release November 28
The social media debut of the new 90-second Pure Blonde commercial via Clemenger BBDO, Melbourne which will hit TV screens across Australia on Sunday November 28.
A teaser campaign was released on Facebook on Monday.
This latest installment from Clemenger BBDO Melbourne, titled ‘Pardon’, follows onfrom Brewtopia (2006) and Dove Love (2009) with two wide-eyed blokesembarking, map in hand, on an adventure through the picturesque land ofBrewtopia, the ultimate destination for beer lovers.
After a long andtreacherous journey the guys arrive at their destination where theyenjoy a well deserved cold Pure Blonde. Things seem to be goingnicely until one small faux pas sets off a rather unexpected chain ofevents. And in doing so the TVC illustrates the contrast betweenBrewtopia and our own impure world.
Richard Oppy, Group Marketing Manager – Pure Blonde, says thelatest TVC remains true to Pure Blonde’s legacy of doing thingsdifferently.
“When Pure Blonde launched six years ago and pioneered the low carbbeer category it was a genuine game changer in many ways,” he says.
“This new TVCheroes two blokes on a classic adventure and features the irreverentPure Blonde humour that the brand has become known for.”
“This commercial has serious scale in terms of both look and feel andspecial effects. In fact, it took seven weeks of editing, postproduction and creating the music sound mix to get to this point andwe’re thrilled with the final result, a TVC that feels epic and signalsa big summer ahead for the brand.”
The idea was created by Emma Hill and Josh Robbins, creative directorsat Clemenger BBDO, who also created ‘Dove Love’. The commercial isdirected by Australia’s most awarded commercials director, PaulMiddleditch, whose previous credits include the multi-award winningCarlton Draught ‘Big Ad’, as well as the original Pure Blonde TVC. FUELVFX did the CGI and special effects.
Hill says: “We wanted to get back to Brewtopia and create a spotthat reinforced the idea at the brand’s heart, that Pure Blonde is apure beer for an impure world. To do that, we travelled to a place thatdoesn’t exist and then completely destroyed it with a tiny act ofinnocence.”
The launch of the TVC, which has 30-60-and-90-second executions, comes justa fortnight after Pure Blonde unveiled its new Pure Blonde White Lager,a lower carb wheat beer – the first of its kind in Australia. The brandis also set to embark on a series of major music festival activationsin a national campaign to strengthen Pure Blonde’s dominance as thecountry’s number one low carb beer.
CREDITS
Client : Foster’s Group – Pure Blonde
Peter Sinclair – Head of Marketing, CUB
Richard Oppy – Group Marketing Manager
Beau Boundy – Senior Brand Manager
Danielle Lynch – Assistant Brand Manager
Agency: Clemenger BBDO Melbourne
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Josh Robbins/Emma Hill – Creative Directors
Anthony Phillips – Art Director
Paul Rees Jones – Planning & insights Director
Michael Derepas – Senior Strategy Planner
Paul McMillan – Director of Client Service
Glenn Maddocks – Group Account Director
Brett Williams – Account Director
Robbie Coleman – Account Manager
Sonia von Bibra – Executive Producer
Production Company: Plaza Films
Paul Middleditch – Director
Peter Masterton – Executive Producer
Daniel Ardilley ACS – Cinematographer
Annie Beauchamp – Production Designer
Offlline editing: The Editors
Peter Whitmore – Editor
Post Production/Special Effects: FuelVFX
Angus Wilson – Lead Flame Artist /On-set VFX Supervisor
Simon Maddison – VFX Supervisor
Chris Horvath – 3D Supervisor
Mike Bain – 3D lead
Sam Cole – 2D Supervisor
Tim Walker – 2D Lead
Celia Nicholas – VFX Executive Producer Commercials
Erica Ford – VFX Producer
Music Composition: Song Zu Sydney
Ramesh Sathiah – Composer
Virginia Welsh – Producer
Sound mix: Nylon Studios
Simon Lister – Sound Designer
Karla Henwood – Producer