Lion Nathan’s latest TVC for West End Draught (WED) mocks Victorian stereotypes and Sean Cummins’ ‘You’ll Love Every Piece of Victoria’ – the world’s longest running tourism TVC.
Developed by BMF, the TVC plays off the interstate rivalry between South Australia and Victoria, telling viewers for every WED drunk “a Victorian cops it.” A Victorian copping it involves Cummins’ famous red ball of yarn steamrolling a cafe diner.
“Our campaign needed to be fresh, humorous, and above all make WED a central player again in the great South Australia/Victoria rivalry, and I think it does just that,” said Josh Gaudry, WED marketing manager.
The TVC is the first of a series for the brand – Lion Nathan’s biggest seller in South Australia.
West End Draught’s long running strategy of dramatising the rivalry between SA and VIC is a great opportunity for us to have some fun. WED drinkers love the brand’s down‐to‐earth, tongue‐in‐cheek approach; and with an idea like Beer Karma, so do we,” said BMF executive creative director, Warren Brown.
Lion Nathan has announced a new campaign for its brand Tooheys Extra Dry.
‘The Lab’ is offering an opportunity for an Australian music act to collaborate with a team of international recording artists to create the soundtrack for the brand’s next TVC.
Following a selection process, the winning band or solo artist will have the opportunity to fly to New York to collaborate with music producer Mark Ronson in New York, along with Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of the The Dap-Kings.
The final track written and produced in The Lab will feature as the soundtrack for the brand’s national advertising campaign, and the winner’s journey will be filmed for a documentary for release in March 2010.
According to marketing manager of Tooheys Extra Dry Josh Gaudry, The Lab concept was designed to maximise the brand’s engagement with the music industry.
“We’ve enjoyed great success over the years with our festival sponsorships and emerging artists programs such as uncharTED, but The Lab really takes that association to new heights,” explains Gaudry.
Peer Group Media, BMF Sydney, Holler Sydney, Zenith Optimedia and Momentum Worldwide have all been enlisted for the Tooheys Extra Dry brand’s campaign, whose history includes its infamous ‘Tongue’ TVC.