Bundy celebrates Australia in ad fronted by Gyton Grantley
Bundaberg Rum has refreshed its branding, shifting from the “Men Like Us” position of the past two years to celebrate Australian life and the home-grown rum in a $20m push for increased market share.
Bundaberg Rum’s new campaign celebrates the unique nature of Australia.
Under the banner of “Unmistakably Ours” the campaign by Leo Burnett focuses on unique elements of Australia and the 90 second launch ad features actor Gyton Grantley taking on overseas critics and making a call for Australians to stand proud.
Featuring cameos from surfer Julian Wilson, who swam towards a shark attack, and Anna Meares, who returned from a broken neck to win Olympic gold, the campaign points out enduring values of Australia.
This is a miss.
I quite like the print, although it’s a little clunky but the broadcast is basically 9 months worth of research group outtakes written into a script by the suit and client and then shot by a second rate director and a third rate cast
Did someone forget to involve the Planners when writing the TV ad?… it’s a story about the perception of Australian values oversees, no wait it’s a story about inclusiveness and the Mardi Gras, no wait it’s a story about craft and authenticity and the people who make the product. Single-minded it is not.
Nice idea, but the execution doesnt quite stick the landing. It’s really stilted and doesn’t build momentum. And what’s with the weird graphics in the surfing bit? I’d hardly call that a cameo from Wilson
Diageo marketing needs to start to deliver on their their own agenda here and stop listening to Leos and talking crap to the media until they show they can. More ropey +60sec broadcast TV drivel. The only winner here is Leos making up for other client losses. Meanwhile Bundy continues on its double digit declines with all hope probably lost after 6mths of this – or 2mths now due to production costs!