Mercury Cider launches ‘The Mercury Tough Test’ in latest campaign via PHD Content, Sydney
Mercury Cider, part of Carlton United Breweries, has joined forces with the tough men of the AFL and NRL to launch ‘The Mercury Tough Test’ with a TVC campaign via PHD Content – the media agency’s content and partnerships arm.
The spots celebrate Mercury’s role as official cider of the AFL and NRL.
In the TVCs, which were directed by Dylan Harrison, players Melbourne Ruckman, Max Gawn and Cronulla Sharks’ co-captain, Wade Graham, are put through their paces, trying their hands at what can be considered truly tough jobs.
As Australia’s oldest cider brand, first brewed for the tough men of Tasmania in 1911, Mercury Cider has always celebrated those who step up under tough circumstances, stemming from the belief that Aussies respect those who tackle whatever is thrown at them.
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, Cider & Spirits, AB InBev: ”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.”
”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,” added Angela Rapley, Director of Content at PHD Content.
Angela Rapley, Director of Content, PHD – Overall project lead
Creative Agency – Clemenger BBDO Melbourne
Production – PHD Content
Dylan Harrison – Director
Ashley McLeod – Producer
Ben Shirley – Director of Photography
Mark Parry – Editor
Post production – Vandal
Anna Greensmith – Executive Producer, Vandal
Media – PHD
Jeremy Lewington – PHD Planning Manager, CUB
Adrian Venditti – PHD Group Business Director, CUB
Mim Orlando – Brand Director, Cider & Spirits, CUB
Paige Dawes- Marketing Manager, Cider, CUB
Deanna Christian – Assistant Brand Manager, Cider, CUB
12 Comments
What did Clems do? Charge 3/4 of the budget to stay on the credit list…. Terrible ad either way.
LAME!!!!!!!!!!!
Nicely done Dylan and Ash. Thanks for the opportunity.
Yeah, the screaming gay man in the front seat was a blast from the past wasn’t it? Can we all just agree to drop the lazy and shitty cliches?
cheers.
Pretty sure you just assumed that persons sexuality.
That aside. Can I have my 60 seconds back?
The idea is woeful.
It won’t resonate.
But that’s what you get when a media agency throws in the added value content bundle.
I don’t care how much you saved on this. Bad idea, bad execution, a waste of money, a waste of time, a waste of resources. Regardless of who did it.
I don’t get it. So these tough guys aren’t tough enough to handle those ‘tough’ situations (which don’t seem that tough), so they need a tough cider?
Why is the cider tough? And why is it the drink to have for failing a tough situation? Does it make you tougher? The outtake is that these guys aren’t tough so they drink Mercury Cider.
This ad is confused.
CUB you have the best creative and planning agency in Australia on your roster. Use them.This is a giant time sink and I’m sure they flagged it with you but it went ignored.
I recognise this sort of horrorshow from bitter experience.
However nice the pictures, this spot makes no sense at all because:
The brief is a many-splendored thing, and always doomed to fail:
1.Incorporate the ‘tough’ strategy/execution from previous work/campaign.
2. Announce a tie-up with AFL/NRL.
3. Use celebrity/player ‘talent’.
And this is the sort of ratfuck you inevitably end up with.
Clients never learn. And agencies are too pissweak to say No.
That’s terrible… PHD. Stick to booking ad space. Also, what’s with the overweight homeless guy…
Are moronic. No good work comes from that nightmare of a client.
The idea is meta genius:
You have to be tough to sit through these turds.
YOU are the one who needs the Cider.
YOU are the tough one.
Still not making sense?
Tough.