Dean Boxall lends his passion to boxing boxes of new Brookvale Union Vodka Passionfruit in new campaign via Clemenger BBDO
Clemenger BBDO sought the help of Australia’s ‘most passionate swimming coach’ Dean Boxall to create a new campaign to launch Brookvale Union’s latest product Vodka Passionfruit.
Videos of Boxall went viral after the Tokyo Olympics, displaying his impassioned hip-thrusting, fist-pumping reaction to swimmer Ariarne Titmus winning Gold in 400-metre freestyle.
Continuing the brand’s ‘Quality Nonsense’ platform, Boxall is shown packing boxes of Brookvale Union Vodka Passionfruit with the passion he normally reserves for coaching Australian competitive swimmers.
The new campaign was produced by Clemenger Studios, Clemenger BBDO’s in-house production facility.
Says Lucy Pratt, senior brand manager and purveyor of quality nonsense, Brookvale Union: “Vodka Passionfruit joins Brookvale Union’s line up of epic tasting, ridiculously refreshing, full-flavoured Aussie classics. With Brookvale Union being all about Quality Nonsense, what better way to announce the launch of this new passion-filled liquid gold than with a barrage of hip-thrusting, fist-pumping, and whoop-whooping from arguably Australia’s most passionate individual? Dean was a great sport; we just hope he doesn’t sue us for losing his voice in the process.”
Says Ellie Dunn and Hugh O’Connor, senior creatives, Clemenger BBDO: “Dean’s passion for life made him the perfect partner for Brookvale Union. He’s an absolute delight and he really did put a lot of passion into boxing those boxes.”
The specially-boxed Dean Boxall boxes of Brookvale Union’s Vodka Passionfruit will be available in stores while stocks last. The campaign will appear across online video YouTube and BVOD and across Social Media.
Brookvale Union
Senior Brand Manager: Lucy Pratt
Brand Manager: Max Farrow
Clemenger BBDO
Chief Creative Officer: Jim Curtis
Senior Art Director: Hugh O’Connor
Senior Copywriter: Ellie Dunn
Managing Partner: Scott Balalas
Business Director: Kinsella Bruck & Ava Hawes
Business Manager: Elyse Paone
Account Executive: Golda Sanchez
Strategy Director: Leigh Arbon
Executive Producer: Karolina Bozajkovska
Senior Producer: Jo Howlett
National Traffic Manager: Karen Kushinsky
Clemenger Studios
Director: Tom Pollard
Producer: Jo Howlett
Editor: Andy Packer
Sound: Robbie Balatincz
41 Comments
This is perfect. I love it.
This is genuinely funny
hip-thrustingly good
Stop commenting on your own work. It has been very obvious for sometime now.
this is now really embarrassing for what was once a great agency
Love Dean Boxall
Super comes out
Can someone explain why this social edit needed 4 suits?
Again… very interesting to watch.
I really don’t like to yuck peoples yum, but I’m a bit shocked by how bad this is. Given the talent of the team that worked on this, I almost can’t comprehend how it was made. Even chatgpt could do a better spot. It’s uncomfortable, and cringe and lacks any idea. Clems has been missing a CCO for too long and it shows.
But in a good way.
No. It’s bad.
They want Dean back.
And painfully so.
Great Stuff Ellie and Hugh
They want their viral moment back
Sad that we rely have to rely on a C-grade personality for an idea.
Sad this type of shouty-shouty-blokey work still gets made. Nauseating.
Sad that they can’t see how ordinary this idea is.
Sad to see Clemenger continue their fall.
Australia reaches peak cultural Reappropriation level. Can it get any worse? And no, it’s not showing that you love the culture when you profit from it.
The illustrated intro sequence was the best part of that ad, went downhill very quickly.
LMAO at the Clems comments above.
Yeah, this is bad.
Agreed. Shameful. Seriously? An angressive male character air humping boxes that has Japanese characters all over it? That was your idea?
Performance is a game of levels. Start natural, then crank it up. This is the nuts level and it’s awkward to watch.
To the Aus industry – we can’t keep letting work like this slide. It’s crazy that stuff like this slips through the cracks. Looking directly at the creatives here. Wow.
This is an absolute disaster.
Punters will love it, creatives with their head up their arse will hate it.
For the record my 4 year old said “that’s pretty funny.” But she’s been vaping all afternoon and is up $400 on Sportsbet.
I preferred the idea 10 years ago when XXXX did it for State of Origin. In Queenlsand.
Ahh! Here it is; https://www.youtube.com/watch?v=V6g78XgCQjU
OFF
WITH
THIS
SHIT
Great to see!
Physical cringe response triggered.
Imagine getting this brief.
…and this is what comes out the other end.
Really striking while the iron is frozen with this cultural moment
The Aussie ad industry is such an insular weird joke to the rest of the planet (you know where actual things happen in real life). Commenting on peoples hard work like this is so uncool. Seriously? How embarrassing for all of you. It’s a disgrace. This is a fun little spot for a fun little brand. All the triggered creatives here are a joke. Lighten up.
When the comment matches energy of ad *chefs kiss*
Sounds like you’re one of the creatives because literally no stranger cares enough to feel the comments on here are a “disgrace”.
The comments on here are pretty reasonable: it’s frustrating to work in an industry where this stuff gets made. It drags us all down. Maybe some people feel like I do: that this would have been a great brief to work on and yet this is the output. Maybe I’m triggered because of the entitled creative that thinks this is good enough. If this is your ‘hard work’ then I reckon you should reconsider your occupation.
Imagine versions v01 to v05
LMAO that’s great
This would have gone off on TikTok in 2020, but here we are 3 years too late forcing it into a TVC.
RIP Clems Sydney.
Clems Melbourne. But nice try.
You’ve missed this point
do ad people have to be so negative? it’s fun, let it be just that.