Home » Actor Gyton Grantley Stars In New Bundaberg Rum Ad As Part Of $20m Campaign

2 March, 2017

Actor Gyton Grantley Stars In New Bundaberg Rum Ad As Part Of $20m Campaign

Diageo Australia has announced the launch of a major new brand campaign for Bundaberg Rum – the biggest one for the brand in over a decade.

The ‘Unmistakeably Ours’ campaign was created and executed with the help of Leo Burnett Sydney, and will be activated across multiple channels, including TV, out of home, digital and in-store.

With a media value of $20 million over the next 18 months, the campaign launches with a new 90-second TVC tonight to coincide with the launch of the 2017 NRL season and Bundaberg Rum’s second year of sponsoring the rugby league competition.

The 90-second TV spot opens with actor Gyton Grantley reminding us about the importance of Australia’s enduring values, and features cameos by Olympic gold medallist Anna Meares and surfing hero Julian Wilson, who famously paddled towards a shark in an attempt to save his mate (Mick Fanning) from an attack.

The spot also includes a Mardi Gras scene celebrating Australia’s enduring optimism and culminates in a celebration with the Bundaberg Rum team outside the distillery in Queensland.

Bundaberg Rum marketing manager Jodi McLeod said the brand has always celebrated the Australian spirit but never articulated this purpose as clearly or with as much pride as the new campaign.

“Recent brand research highlighted that pride in Australia has dropped to its lowest point in 20 years, and so, as Australia’s national drink, we wanted to celebrate the spirit that’s unmistakably ours and elevate the role that Bundy plays in bringing Aussies together,” she said.

“The campaign is a rally cry to unite all Australians around the best of the Aussie spirit and celebrate everything that makes us and our country brilliantly unique.”

Vince Lagana, joint executive creative director at Leo Burnett Sydney, said the words ‘Aussie pride’ come with baggage, so the agency set out to create a campaign “to remind Australians of the values that make us truly unique today”.

“All while maintaining the humour that Bundy is famous for,” he added.

Credits

Diageo:

Adam Ballesty – marketing and innovation director
Jodi McLeod – marketing manager
Joanna Gibson – senior brand manager
Clara Lee – senior insights manager

Leo Burnett Sydney:

Vince Lagana and Grant McAloon – executive creative directors
Michael Dawson and Adam Bodfish – senior copywriter
Ben Alden and Nils Eberhardt – senior art director
Jason Young – senior designer
Ross Cameron and Graham Alvarez – planning director
James Walker-Smith – group business director
Neil Duncan – business director
Rachel Devine – senior broadcast producer
Adrian Jung – head of print
Linda Tran – communications strategist
Stuart Capel – media director
Courtney Rule – PR strategist
Liz Hunt – publicity director
Gideon Hornung – experience director
Alexandra Roubine – social media strategist
Prudence McKendry – content producer
Kit Baker – content creator
Gotham Pillai – content writer

Film production:

Lachlan Dickie – director, Rabbit Content
Lucas Jenner – executive producer, Rabbit Content
Marcus Butler – producer, Rabbit Content
ARC EDIT – offline
Blackbird VFX – online
Song Zu – music and audio
Toni Higginbotham – casting
Prodigious Brand Logistics – social content

Stills Production:

Jamie Macfayden – photographer, Louis & Co
Will Palmer-Reeves – producer, Louis & Co
Prodigious Brand Logistics – retouching

Mediavest:

Lauren Small – client services director
Craig Cooper – investment and partnership director
Alicia Phillip – digital director
Fiona Hedge – planner/buyer
Kate Holland – account executive

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