Boag’s is known for mixing up their promotions, and there have been some definite missteps, but the Tasmanian beer brand seems to have settled for now on the purity angle. Working with Publicis Mojo, Lion Nathan has launched a new TVC working off the ‘pure waters of Tasmania’ concept launched in 2009. The campaign seems to have been a bit of a cash cow for Boags, with a Lion Nathan press release claiming it has “helped generate double-digit growth for both James Boag’s Premium and Boag’s Draught.??" ?The TVC is beautifully shot, but also a little quirky, in keeping with previous ads. Check it out below. Comment and let us know if you think the concept still has legs.