After Dan Murphy’s’ exciting return to the brand’s first home in Prahran Arcade just a few months ago, the liquor retailer is launching its latest TVC which tells customers the story of the man behind the brand.
At the recent ADMA Global Forum, we learned about the brand marketing story of the booze supplier, and now in this fresh TVC, customers are finding out the Dan Murphy was in fact a real person, and getting a glimpse into his life.
The man behind the Aussie liquor retailer founded the company 64 years ago from a cellar on Chapel Street in the suburb of Prahran, bringing his vision of offering Australians the lowest price and biggest range in liquor to life.
Created by Red Jelly, the 30” and 60” spots demonstrate the meaning of a handshake, as Dan Murphy takes his lowest price guarantee promise through decades of retailing.
“Telling an authentic Australian story and bringing what the brand promise means to life, is a special moment in our brand journey. Tapping into the promise and showcasing how that has stayed unchanged through the ages was one of our key objectives,” said Yolanda Uys, Dan Murphy’s head of marketing.
The TVC will go live first in Tasmania on Friday 4 November, coinciding with the first Dan Murphy’s store opening on the Apple Isle in Launceston. The TV spot will then roll out nationwide from Sunday 6 November.
The TVC will be carried for six weeks across channels seven, ten, nine and SBS throughout metro Sydney, Melbourne, Adelaide, Brisbane and Perth, as well as being shown state-wide across New South Wales, Queensland, Victoria and Tasmania.
Red Jelly managing director, Justine Bridgland said, “Our partnership with Dan Murphy’s marketing team has spanned more than a decade – bringing the story of Dan Murphy to life has been a labour of love for all of us.”
Client – Dan Murphy’s
Creative – Red Jelly
Account Director – Justine Bridgland, Red Jelly
Copywriter – Peter Choraziak and Ian Bear, Red Jelly
Art Director – Ian Bear, Red Jelly
Director – Christopher Tovo
Production Company – Guilty Content
Producer – Natalie Rowell, Red Jelly and Darren McFarlane, Guilty Content
Editor – Manimal Post and Pixel Melbourne
Media Agency – Carat
PR Agency – Liquid Ideas