Low carb beer Pure Blonde has launched a new TVC featuring hundreds of blonde men and women called River of Blonde.

Created by Clemenger BBDO Melbourne, the TVC uses James Vincent McMorrow’s cover of Steve Winwood’s “Higher Love” as the track for the movement of people who create a “purely absorbing” moment.

Opening on an eerily quiet street, a stream of blondes appear seemingly from nowhere to become part of a growing, unstoppable energy that forms a river of blonde pouring through the city.

“Viewers are again left with the echo of an empty city and the memory of an inspiring and unexpected moment of beauty… a Pure Blonde moment,” said the brand.

The spot launches online today and will hit TV screens this Sunday 24 March and in cinemas next Thursday 28 March. 

Ant Keogh, ECD Clemenger BBDO Melbourne said: "Research suggested Pure Blonde owned the iconography of blondes from earlier ads so the task was to take this imagery into a more premium space."

A significant social media component will support the TVC release; Pure Blonde drinkers will be invited to share photos on Facebook that represent their “Pure Blonde” moments. The promotion launches on Facebook and the Pure Blonde website today and the standout images will be selected to help advertise the activity during the campaign, culminating in a crowd sourced video montage using the campaign’s best images.

http://www.youtube.com/watch?v=FshkurZPKUY#t=4s

Credits: client Pure Blonde, chief marketing officer Andy Gibson, creative Clemenger BBDO Melbourne, ECD Ant Keogh, CD and writer Julian Schreiber, CD and art director Tom Martin, production Revolver, post The Butchery and Animal Logic