Pure Blonde takes to the streets
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
Please login with linkedin to comment
Latest News
The Brag Media Refreshes Look For Three Titles, Makes Two Hires
The Brag Media has given its mastheads a spruce and a spring clean. One staffer even suffering a dust mite allergy.
Christiano Ronaldo Removes Coke Bottles From Presser, Stings The Brand $5.2 Billion In Marketing
To be fair to Coke, it's like water just with biphenol-A, phosphoric acid, aspartame, sucralose & acesulfame potassium.
ABC Radio Host Jon Faine Calls Out Peter Dutton For Constantly Trying To Sue Him
You'd be right in thinking the government's relationship with the ABC was starting to resemble an episode of MAFS.
WPP’s Comms Man Toby Hemmings Departs After Just Nine Months In The Role
WPP's local newsagent raking it in on leaving cards as yet another high profile staffer heads for the exits.
Two-Thirds Of Vehicle Owners Fear They Won’t Have Transportation Flexibility In The Future
R/GA unveils its 'Future of Mobility Report'. Once again, no signs of flying cars, jet packs or teleporting.
Underwear Subscription Brand Knobby Shares Loyal Customers’ Stories In New Campaign
Australian underwear subscription brand Knobby is teaming up with its loyal subscribers to share their stories in a new campaign aimed at celebrating extraordinary individuals. Based on the Sunshine Coast, Knobby claims to be Australia’s leading undie subscription brand reaching subscribers across Australia, Europe, the US and Asia, with its undies featuring an amazing new […]
Digital Marketing Agency Whitehat Debuts New Website
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Thrive Homes Targets Broad Audience In The Property Market With ‘Clever Choice’ Campaign
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
NRL Beanies For Brain Cancer Launches For 2021
This remains a top initiative by the NRL. Unlike the mid-strength beer at games and the exorbitant ticket prices.
Fintech Start Up DiviPay Bolster Team With Head Of Accounting
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
ABC Set To Move Staff To Parramatta
Airs a QAnon story on Monday, gets moved to Parramatta by Wednesday. You do the maths people, you do the maths.
Reporter Stalked By Creepy Neighbour From ‘Home Alone’ While Reporting On Murderer Who Used A Nutribullet & Ram Sedatives
This will be the best thing you read all day. Although it could also be the worst thing such is the finite reporting.
Adhesive Wins PR For Domain Group
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]
Façon Magazine Celebrates Powerful Women In Femme Issue
Visitors to B&T will always see the latest Façon in reception. We use it to hide New Idea and Boat & Trailer magazine.
triple j To launch Blak Out, New First Nations Show
This headline may appear riddled with typos, but it's actually not. The actual body copy we're far less confident about.
Tuesday TV Wrap: Celebrity Apprentice Winner Announcement Tops Entertainment Charts
Celebrity Apprentice has been run & won for another year, meaning we must be due another reality cooking show very soon.
Thinkerbell Unveils Trio Of Spots In First Work For Bupa
These health insurance ads have a distinct Gen Y feel about them. Stops short of mentioning avocados on sourdough.
Carrefour Partners With LiveRamp To Deliver Next-Generation Retail Offerings
Carrefour may sound like a character from Beauty and the Beast, but fear not, this is still a tech story.
Broadcaster Forced To Apologise After Reporter Threatens To Beat Up Heckler
B&T first aired this story on Monday so it does come with a whiff of three-day old leftovers in the back of the fridge.
Can Data Sharing Marketplaces Take On The Tech Giants?
Data marketplaces are just like your local farmer's market, just without the gozleme or giant orange juice machine.
A Road Map To The Right Marketing Combination
Here is a road map to the right marketing combination that'll be of no use whatsoever for a road trip to Coonabarabran.
LiSTNR Announces Collaborations With Apple Podcast Subscriptions
Good news this morning for podcast enthusiasts. Not so good for podcast advertisers, however.
10 ViacomCBS & Football Australia Announce $300 Million Socceroos & Matildas Broadcast Deal
Who doesn't love watching the Socceroos crush footballing powerhouses such as Palau and Tuvalu.
A Home For Marketing: How Medibank Centralised Their Marketing Operations For An Agile World
It's an insightful look at the marketing operations of Medibank that doesn't reveal the code to its stash of emeralds.
Ron Ramaiya Joins The Lab As Head Of Data Science
Ron Ramaiya joins The Lab as head of data science. Although he could've also played a cop in Starsky & Hutch.
No Measurement, No Worries? What Apple’s Latest Privacy Changes Mean For Marketing
Privacy added to the list of reasons why Apple can charge you $2,000+ for an iPhone.
Life At LinkedIn With Head Of Agency & Channel Sales Lara Brownlow
Close your eyes and transport yourself into the LinkedIn offices here. Although, that will make it very hard to read.
“We Will Play By The Same Rules”: Google Says No To Self-Preferencing Ahead Of Third-Party Cookie Removal
Google says it will play by the rules here, although it isn't really a fan of the draw four rule in Uno.
The Turning Tide Against Surveillance Capitalism
Do you ever get the feeling you're being watched? If so, read this piece... or just close your blinds.
