Sure, we wouldn’t touch the stuff down here, but Australia’s greatest cultural export, Foster’s Lager, remains the second-biggest selling beer in the UK.
After a four-year hiatus, the brand brought back its “agony uncles” Brad and Dan in April this year, two larrikin Aussie characters who dispense wisdom to hapless British men.
The latest spot, created by incumbent agency Adam & Eve/DDB, sees the duo provide advice to “Harry from Abergavenny” who has a problem with his hipster brother-in-law who only drinks “fancy pants beer”.
The spot also comes with a very cheeky dig at Australian cricket’s recent ball-tampering woes.
A rogue cricket ball is caught by one of the characters who uses a piece of sandpaper on it before returning it to a group playing on the beach.
Check out the provocative (but admittedly very funny) spot below. The Ashes start in the UK on the 1st of August.
Following six successful years from launch their launch way back in 2009, Foster’s canned Brad and Dan back in 2015 after the ads were accused of being “dismissive” and “insulting” to women. At the time, the brand also wanted to move away from “laddish” marketing campaigns.
However, Foster’s sales had been in decline in the UK ever since the characters were axed and the brand’s parent company Heineken decided to resurrect them earlier this year via Adam & Eve/DDB.
Commenting on their return, Heineken’s brand director Nick Casby said in April: “A lot of our drinkers have kind of grown up with Brad and Dan as their endlessly optimistic, glass half-full agony uncles from Down Under.
“We all need that now, more than ever. Especially in uncertain times, our response tends to be to seek comfort in the familiar – especially when it’s funny. And ultimately, Brad and Dan just don’t take things too seriously – something ‘beer advertising’ (and advertising in general) has become far too guilty of in recent times,” he said.