Dan Murphy’s launches new brand platform ‘Nobody Beats Dan Murphy’s’ via Thinkerbell
Doubling down on its familiar promise to all Australians, Dan Murphy’s has launched a new campaign via Thinkerbell, that marks a turning point for the brand as it looks to evolve with changing consumer tastes.
With over 5.4 million active MyDan’s members and millions of shoppers heading to their local Dan’s or online each week, Dan Murphy’s are the undisputed leaders of Australia’s liquor industry. With their vast range of local and international drinks, lowest liquor price guarantee, and expert staff, Nobody Beats Dan Murphy’s is not just a platform line, but a confident claiming of what Australia already knows.
Says Maija Bell, head of brand and experience, Dan Murphy’s: “Our brand has always been anchored in offering the lowest prices, the largest range, and the best service. This magic combination ensures that Dan’s customers never have to compromise. As the customer is at the heart of everything we do, it was important to find a platform that allows us to be present in more relatable social occasions for our customers.”
Says Tom Wenborn, executive creative tinker at Thinkerbell: “Nobody Beats has existed within the DNA of Dan’s for decades, but it’s always been about price. This project was really about digging into what Nobody Beats really means and elevating it to the platform level where it belongs.”
The campaign celebrates the many human truths behind the drinks we choose to drink. From picking the perfect bottle for a mate who’s not really that good of a mate, to a little something for the person who’s given you everything.
The platform launches today with work running across TV, BVOD and socials, along with national OOH and replaces the Daniel Francis Murphy campaign previously produced by Thinkerbell in 2022.
Says Wenborn: “The Daniel Francis Murphy work did a fantastic job galvanizing the business around the Drink Better ethos, the next step for the brand was to establish a new construct that would be flexible as it evolves for the future. It’s a really stretchy platform that Dan’s will be able to activate off for years to come as they contemporise and adapt to the next generation of consumers.”
Client: Dan Murphy’s
Agency: Thinkerbell
Media: Carat Australia
Director: Yianni Warnock
Production House: MOFA
Post and online: ARC EDIT
Sound: Rumble Studios
Stills Photographer: Charlie Hawks
Stills Production: Hart & Co
Stills Stylist: Bridget Wald
39 Comments
That first spot is bloody funny.
Now don’t feel sad. Cos two out of three, ain’t bad.
OOH looks contemporary but the performances in the Dad spot are dreadful. Still, not as bad as those woeful Dan Murphy’s origin story ads with the actor playing Dan… yeesh
Good stuff. Nice one, Thinkerbell.
“Nobody Beats has existed within the DNA of Dan’s for decades, but it’s always been about price.”
And the first spot features a guy looking for something for ten bucks?
Nice work Yianni.
First spot is good. Third spot is bad. Second spot made me punch a huge hole in the wall by my desk.
I feel like you had a territory with a lot of potential until the client made you “show it can also be positive”.
I just don’t understand the bowling one.
First spot is funny! Solid direction and performances!
The art direction is nice. The films are basic retail with a bit of a system.
@Sorry but
Same
A value platform that doesn’t scream value. That’s smart. Honestly, I love it. And the long copy posters are a nice touch. Other low-price-erryday retailers take notes, cause you’re doing rubbish in comparison.
Ditto
Good stuff TKB and client.
Saw on the telly last night surrounded by normal folks. We all laughed.
Ah yes, more quirky stuff where we cast people with odd looking faces.
Don’t forget the retro music option to let us know it’s comedy.
First one’s great!
What’s with the random typography?
This is excellent work, helps redefine the Dans brand it’s bloody funny and funny clever
Sorry these are really awkward.
Well done Lily & Annabel
These are good like really good and grown up and creates a new broader platform for the brand
Why did they pitch again? I Rembes something about some messed up pitch process but I get it now. Just another business.
Work Lil and AB! Fab casting and charming spots.
Please explain the bowling one
Is one out of three still OK?
she wants something new. It’s a reach if i’ve ever seen one and reeks of client
First one is so funny, but grade makes characters feel like they’re dropping into the background…
It ain’t bad. It ain’t GOOD, but it ain’t bad.
really like it, well done to all concerned
Clunky brand work.
Nice (first) film, others are average at best.
The font usage, hierarchy and executions are so devoid of brand understanding – typical ad agency doing brand work type stuff.
Sad to see a big brand entrusted into the hands of “spot makers”
Dan’s is one of the most successful retail brands in the country based on what was a very simple but seductive proposition.This work is pedestrian at best and doesn’t live up to the standards of the brand.
It could be for BWS.
Nice one Yianni!
The first spot is fantastic, but the other two feel very lost and disconnected from the idea.
I suspect badgering clients got involved in the second two.
I rarely comment twice… but I have grown daughters, and that ‘Thanks Dad’ spot makes me tear up a bit.
Could be declining testosterone. Could be that it’s just lovely.
I have one fresh one and it did the same to me. Only 17.7 years until she’s old enough to buy me booze…
Please stop with this flash on camera tripe. It’s not 2005
The first spot works, even if it isn’t funny. The second feels a bit like she’s in love with her dad. The third is completely baffling.
Imagine watching just the second one. Ew.
If the client wanted to have one with an expensive choice, it could have been about a fancy mate, or even someone who’s just really generous. The shopper could *reluctantly* up the tier of the gift, which would be enough to fit the comedic suite.
Just saw the first spot on youtube. LOL! Thoughts and prayers for the other 2.