April 27, 2010
Do you believe in beer karma?
Lion Nathan has unveiled its latest TVC, ‘Ball’, for West End Draught – the biggest selling beer in South Australia (SA). The new campaign, developed in partnership with BMF, builds upon the successful and long-running strategy of the fierce inter-state rivalry between SA and Victoria (VIC).
Marketing Manager Josh Gaudry explains, “West End Draught is an enduring and inclusive state icon, synonymous with good times and mateship, and South Australians are the most parochial, community-minded people in Australia. They are extremely proud of their state and their lifestyle, and although times are moving on, there’s still one group of people they love to take the mickey out of – Victorians!
“Our campaign needed to be fresh, humorous, and above all make WED a central player again in the great SA-VIC rivalry, and I think it does just that.”
The ads introduce the SA audience to the mystical force of ‘Beer Karma’. It may exist, it may not. But the theory goes that for every West End Draught you drink, a Victorian cops it. In the ads, the action begins with two mates having a beer and a chat in sunny SA, discussing the concept of Beer Karma. Coincidentally, a few enjoyable sips of West End Draught are the cue for some light-hearted mayhem to unleash on a typical (or iconic) scene in VIC.
BMF’s Executive Creative Director, Warren Brown, said, ”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.”
‘Ball’ is the first ad in the series and is currently airing in SA. A second execution is planned for release later in the year.
Client: Lion Nathan, West End Draught
Creative Agency: BMF
ECD: Warren Brown
CD: Simon Langley
Art Director: Paul Bruce
Copywriter: Dean Hunt
TV Producer: Mandy Payne
Planner: Melissa Bolling
GAD: Patrick Cahill
AD: James Kennedy
AM: Elisabeth Spence
Director: Steve Saussey
Production House: Film Construction
Producer: Sacha Hodgson
Media Buying: ZenithOptiMedia
For further information please contact:
Lion Nathan Corporate Affairs Manager
9290 6645 / firstname.lastname@example.org