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

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



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

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.