Lion unveils latest brand work for ‘Life’s Good When You Give a XXXX’ via Thinkerbell
Leading brewer Lion has unveiled the latest instalment of the ‘Give a XXXX’ brand campaign with new work via Thinkerbell across TVC, OOH, radio and social content.
Set to Montell Jordan’s iconic hip hop track, This Is How We Do It, the idea aims to capture XXXX’s take on the unique perspective that Queenslanders have towards living the good life.
The campaign encapsulates the innovative ways in which Queenslanders make the most of the much-loved part of the country. Whether that be cleverly rigging a hammock to their 4WD or finding original ways to keep cool while fielding in beach cricket – all laddering up to the fresh modern representation of XXXX.
Says Chris Allan, head of marketing, core beer, Lion: “This bright and bold new work reminds us that the aspirational QLD lifestyle at its core is social and fun. The good life, and the things that really matter to Queenslanders, are often achieved with a little resourcefulness and creativity. XXXX is quintessentially QLD and for 145 years we’ve demonstrated that with some conscious effort, everyone can reap the rewards of the good life and celebrate all of the things that matter to them the most. Life’s good when you give a XXXX.”
Says Jim Ingram, national chief creative, Thinkerbell: “We hope we’ve captured a bit of Queensland ingenuity in this work, without over-complicating things. Not everyone has the time or a desire to have a two week glamping adventure into the Daintree. It’s amazing what you can do with an old jetty, or a car winch these days.”
The latest work is supported by XXXX’s media investment in Queensland from the coast to the outback across TV, OOH, radio and social.
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Film Production: MOFA
Stills Production: Pool
43 Comments
Overcooked it with the dude whinging about being bowled out with the inexplicable 80s accent at the end.
Other than that, better than I was expecting.
Liked where this was going, but felt cut short. Is there a 45/ 60?
Way better than I was expecting from Thinkerbell.
Let’s go!
In less than 12 months you’ve gone from pretending to care about the planet to falling back on old cliches like beach cricket. No wonder Great Northern is hammering you in sales.
I thought it was illegal to show people drinking next to water?
Technically the ad doesn’t show people drinking next to water. No one has a drink in hand until the endframe which doesn’t show any water.
I’m a big fan of it
Awful…so corny…
Hey @asexpected I bet you didn’t expect this as a reply.
Here’s all the lyrics to Bad Day by Daniel Powter. I hope it turns yours around 🙂 xx
Where is the moment we needed the most?
You kick up the leaves, and the magic is lost
They tell me your blue sky’s faded to gray
They tell me your passion’s gone away
And I don’t need no carrying on
You stand in the line just to hit a new low
You’re faking a smile with the coffee to go
You tell me your life’s been way off line
You’re falling to pieces every time
And I don’t need no carrying on
‘Cause you had a bad day
You’re taking one down
You sing a sad song just to turn it around
You say you don’t know
You tell me, “don’t lie”
You work at a smile, and you go for a ride
You had a bad day
The camera don’t lie
You’re coming back down, and you really don’t mind
You had a bad day
You had a bad day
Well you need a blue sky holiday
The point is they laugh at what you say
And I don’t need no carrying on
You had a bad day
You’re taking one down
You sing a sad song just to turn it around
You say you don’t know
You tell me, “don’t lie”
You work at a smile, and you go for a ride
You had a bad day
The camera don’t lie
You’re coming back down and you really don’t mind
You had a bad day
Sometimes the system goes on the blink
And the whole thing, it turns out wrong
You might not make it back and you know
That you could be well, oh, that strong
And I’m not wrong (yeah, yeah, yeah)
So where is the passion when you need it the most?
Oh, you and I
You kick up the leaves and the magic is lost
‘Cause you had a bad day
You’re taking one down
You sing a sad song just to turn it around
You say you don’t know
You tell me don’t lie
You work at a smile and you go for a ride
You had a bad day
You see what you like
And how does it feel one more time?
You had a bad day
You had a bad day
Had a bad day
Had a bad day
Had a bad day
No Director.
So happy they moved on from the climate change nonsense
Like it a lot simple and fun and music works well
ruined it
Warren Brown called. He wants his ad back.
Photos are dated and scream 1994. In a bad way. Maybe they’re an AI composite?
Loving those foreground elements 🤣🤣👏🏼👏🏼
working on this kinda stuff is harder than it looks. nice work.
https://www.bestadsontv.com/rankings.php?role=agency&country=Australia&category=All&period=-2
No it’s not. We have a history of making good beer ads in this country. This won’t go down as one of them.
I have made it next to impossible to do work like the ads of old.
You can literally mark the decline in advertising quality to the date of my creation (and the ever rising excise taxes post 2007 that ended the profitability of the sector).
Advertising creatives who have had to deal with me know the pain of which I speak.
Feel like XXXX has some really warped ideas of what Queenslandness is lately. It ain’t this.
As a Queenslander I feel stereotyped.
Hahahahah. That settles it then
Make it stop.
Get the sense that Thinkerbell have a lot of ideas but none of them have longevity – case in point for this XXXX ‘strategy’
I guess when you are facing into year after year of double digit declines you just dont invest in creative or placement.
Great to see this once great national beer again is back to its roots of being a regional giant.
Side point being it doesnt look like anyone is wanting to attach their name to this. What about saving the planet hmmmm
Just leaves you with a big “huh”?
Like the super dry ad, can someone explain to me how the creative and campaign idea line up?
Head scratcher
So we no longer saving the world XXXX? Was that just a one off?
Greenwashing at its best
All the team at Great Northern exhale, a small laugh and push on.
Not going to move the dial, business as usual.
Like the ad or not, you might wanna look at the brands creds. Fully solar powered brewery, water way protection program. Can’t really say they’re greenwashing when they’re actually taking action.
Kind of table stakes these days I would say. Solar panels and aligning yourselves to a charity is pretty standard for a lot of major brands, across all companies.
CUB says “a little unfair to put Great Northern head to head against xxxx gold, it is like Ali vs Jake Paul. So we will relaunch Powers to make it a fair battle”. May Lions long term bleed continue with White Claw and Heineken their white knight agency brands.
Queenslanders will probably call bullXXXX on this, but well done on getting a diverse cast into Queensland.
Lifes Good
It bothers me immensely that XXXX work is done by a team of AFL-worshipping Melburnians.
Moreso because all they see is Queensland as a stereotype and will never look for insights beyond the tired and obvious.
this. exactly.
Remember VBs working hands?
Same. Watch it. then watch this. Then wonder that the home of real hard working hands get this from Melbourne people.
why don’t they just make the line about being saved from the hangover? Give a XXXX about tomorrow – it’s a mid strength beer. Could open up a lot of new, funnier and less stereotyped scenarios for them
You’re not allowed to claim that legally – ABAC would never approve it …
Might want to stop giving away ideas for free…
This entire ad in no way delivers the message of ‘giving a xxxx’ – in any way. Perhaps, in conception, the set up of a beach cricket done to the nth degree was what got the ad over the line, but now, it’s meaningless.
The only person who appears to be giving a xxxx is the guy having a whinge at the end. That will be the target market.
Thud
Just saw the latest market read
Vic Bitter once again has past 4X Gold
Not becasue great work but due to poor 4X work
Thud Lion half the share of CUB
Lion once a time roared