Mercury Cider, part of Carlton & United Breweries (CUB), has joined forces with two tough men of the AFL and NRL to launch ‘The Mercury Tough Test’ TVCs by PHD Content – the media agency’s content and partnerships arm.
Directed by Dylan Harrison, the spots celebrate Mercury’s role as official cider of the AFL and NRL with Melbourne Demons ruckman Max Gawn and Cronulla Sharks co-captain Wade Graham trying their hands at what can be considered truly tough jobs.
In addition to the TVCs, Mercury Cider, in partnership with PR agency Bastion Effect, has also powered a nationwide study to uncover what constitutes being ‘tough’ in 2018 and identify the toughest jobs across the country.
The campaign will also be supported by brand integrations with programming across Fox Footy and Fox League.
Says Mim Orlando, brand director of cider and spirits at AB InBev, said: “Through all of our discussion with consumers, it’s become clear that Australia’s views on what defines tough have shifted.
“The AFL/NRL players have always been exceptionally tough, but the fans seem to have a greater appreciation for tough acts of all kinds, not just physical.
“This is being reflected in society too; tough comes in all shapes and sizes, and we’re proud to be able to reflect that in a fun way across our new campaign.”
Angela Rapley, director of content at PHD Content, said: “PHD is delighted to work on this campaign with our client, Mercury Cider – the first creative work we’ve done for CUB since winning their media business in 2017.
“Hopefully the spots succeed in challenging the view of traditional toughness in a fun, tongue-in-cheek way.”
Brand director, cider and spirits: Mim Orlando
Marketing manager, cider: Paige Dawes
Assistant brand manager, cider: Deanna Christian
Media agency: PHD
Director of content and project lead: Angela Rapley
Planning manager, CUB: Jeremy Lewington
Group business director, CUB: Adrian Venditti
Creative agency: Clemenger BBDO Melbourne
Production: PHD Content
Director: Dylan Harrison
Producer: Ashley McLeod
Director of Photography: Ben Shirley
Editor: Mark Parry
Anna Greensmith: executive producer