Bundaberg Five’s new ‘Clear Character’ campaign launches via Leo Burnett Sydney
Bundaberg Distilling Company is set to reveal its latest commercial produced by Leo Burnett Sydney for the highly anticipated white rum, Bundaberg Five.
Bundaberg Rum marketing manager Matt Bruhn said the new ad epitomised the unique character of the new drop, which was easily brought to life by Emmy Award-winning MJZ.
Says US director Tom Kuntz, who worked on the ad: “It depicts a young man in a typically boring bar, with tired décor and dull people sucking down bland drinks. He is about to conform, and order a bland drink, when the barman (a magical fellow in a white tux) intervenes, and takes him on a musical journey through a world filled with players, gold, fountains and a camel – the character‐filled world of Bundaberg Five.”
Says Bruhn: “Tom really helped us realize the vision for this commercial”.
Music plays a huge role in the spot also. The creatives wrote the lyrics, and the backing track was created by SongZu, Sydney, who beat out several heavyweight international music producers to win the job.
Bruhn said the campaign would begin with social media teasers. He added: “A teaser campaign will run all week on Facebook, and then a 90-second spot will be launched to members of the Bundaberg Rum Facebook community, who will be the first in the world to see the ad, and will be given exclusive distribution rights. The 90‐second spot will then be launched on TV followed by a 60‐second spot, online, print and outdoor.”
Bruhn added: “After the global successes of ‘Favourable Lie’, The Think Tank and Watermark, the Bundaberg Five campaign looks set to be yet another world class piece of work from the productive partnership between Leo Burnett and Bundaberg Rum.
Bundaberg Five provided a great alternative drink for young blokes. The rum has been distilled five times and aged in white oak to give it a strong, clear character – a unique presence in the white spirits category.”
86 Comments
zzzzzzzz
http://www.youtube.com/watch?v=I9BioMdP0Cs&feature=related
Okay, so the creatives really like Flight of the Concords, Jeff Coons and piss takes. That’s all I got from this spot. ZZZZZZZZZZZ
Wow,,, so bad
Tom kuntz…white gold….remake….not as good
wow, awful
what are they doing with Bundaberg ? What happened to it’s Australianess – this feels like an all american number to win awards, not sell rum to aussies.
Fucking amazing love it!!!!!!!!!!
Sorry, this is really bad, really bad.
We get it. Every creative team wants to write for, or maybe to be Tom Kuntz, who wants to be Jeff Koons and is all about Camp, and now that we’ve seen his take on Carlton for Clems and Hahn for Mojo, and been saturated with farce when it comes to alcohol brands in general, can we just call a halt to the overproduced, visual extravaganza, tongue so far implanted in cheek that it tears through the skin in lieu of a real idea ads?
It’s trying far too hard to be funny and is just hoisted on its own pitard. Clever clever, and I never thought I’d say this, but the Bundy Bear would be preferable to this quirkier than thou for the sake of being quirky silliness.
Dying is easy, comedy is hard. Besides, whatever happened to the sensibilities of the Guiness or Smirnoff work from the likes of Glaser, or Kleinman, or Bond, or Tarsem? If you’re going to spend this kind of money on a US or even a UK production team and their A-list director, then maybe try hiring writers who think there are more interesting approaches to advertising than Frat humor.
Soooo Dope
So White Pages do booze now?
Even Kuntz can’t save that one…
Best spot all year, Mucho macho
This is brilliant nice one Rupert. So funny.
Now that is how you use Kuntz this will stand out, not only in Oz but over seas.
you must be kidding me. lighten up. this is work is fucking hilarious. well done for getting a client to take a risk. and no i don’t work at Leos. i just think its brave and funny.
Ze Cohen you sound a bit out of touch. Seriously if you don’t think this is entertaining perhaps you should get back in your time machine and go back to 1987. Wanker
More like pussszzzzzzzzzzzzzzzzzzzzzzzzzzzy v
wow. so good
I think I smell a lion!!
Obviously ahead of its time. If you don’t get it then why don’t you go back to your safe title TV and sip on your passion pop.
i wanna know how they sold that in…… nice…..
the bartender is hilarious.
i don’t like it. i love it.
Utterly Speechless……….
made me laugh
Great stuff this is stand out work for sure.
Dreadful pay-off….what happened to the bear? the you tube link is quite eye opening.
Good to see that Burnetts got their social media spin team onto the case after the first few honest reviews came in with a resounding thud.
Even money says that from 2:18 onward the comments are all coming from the same ip address.
I smell a lion . . . ‘s ass.
I’m going to use ‘hoisted on its own pitard’ on a weekly basis from here on. Even though I have absolutely no idea what it means.
Wow has this blog been hi jacked by twats or what? This is good shit!! Love the guy with the corn rows, that bit is histarical.
If this is crape then everything else is shit. Fuck sake chill out people its funny.
@ 2:28
The whole bartender scenario is a Sacha Baron Cohen rip off and you’re calling Ze’s comments dated?
Why is it that ‘Wanker’ is the best that the GenY illiterati can do on this site?
props.
I’m Gen Y. I’m dumb and i don’t get it. Can someone please explain.
kthxbai.
Isn’t it time for the fuck tards to start bitching that this was done with an overseas director and should have been done local with a local director and no one shows us love. And agencies suck and the people who did this suck and I hate it because its boring and has been done and if there is a possative comment it has to be the people who did it and your a shit speller because you cant spell positive write and thats the wrong write it should be right and you sound ignorant or like and art director because you don’t punctuate etc etc etc.
It is comical how predictable this blog is.
When short of ideas, create farce. It will always sell to the mentally challenged, who from the look of it are populating the blog pretty heavily today.
You can tell by the spelling, and the dated hip hop jargon.
Hystarical, Crape, Soooo Dope, This is good shit!!! pussszzzzzzzzzzzy!
Even the copious Leo’s spin doctors can’t take the smell off this failed enterprise.
B.A.D…..and not the cool rap kind of way.
3:01 as Zen already said it’s hard to be funny I only went with wanker because it was easy and i’m lazy because i’m a Gen Y-er. Post the Sacha link love to see it, sounds good if it is anything like this. Personally I want to watch everything that is like this.
That is abysmal – seriously bad. How far up our own collective asses have we crawled? Why do we not practice what we preach to AWARD students, that it’s all about the big idea? There’s no idea here, just absolute wank.
if the lyrics were amusing maybe, but it falls well short of being funny or having any good insight about getting your drunk happening with this drink.
People exploding is good though.
3/10
off the hissy
Jealous. I LOVE it.
Faaaaarken heaps better than Super Dry.
3:22 SERIOUSLY good work. This is the work AWARD students dream of getting to make. Nobodys getting hot an bothered about making the cereal ads your pumping out.
My first thought was that there’s a disconnect between the story/song and the slogan; clear character.
Ad people might not like it but the public will.
So easy to stir you Fuckers up!! Nobody cares if nameless bloggers like it or not, but it sure is fun fucking with you.
Proper funny. This will stand out on the Aussie box in a big way. Hats off to all involved including a brilliant client. A million miles from that “repetitive-clichéd-Aussie blokey-polar bear” stuff.
Award juries will look at this, then remember white gold, then move on. Simple as that.
Totally True:
it will probably sell shit loads of rum and probably win shit loads of awards. just saying
4.41 – how many awards do anonymous bloggers like yourself win. nadda.
Ehhh, why so much hate?
It’s a lovely spot.
The end was a bit shit.
I really like it.
I’ll probably like it even more when it appears in the usual, dull commercial break.
Casting, great. Lyrics, well written. Direction, well, it’s fucking Tom Kuntz isn’t it.
In a category that’s fighting the beer giants, it’s a tough ask to give permission to the usual bloke to order anything other than a schooner – and this just about does it.
Nice one.
I appreciate the journey this one would have taken, so kudos for selling it, getting Tom approved and having a laugh on the shoot.
Feels a little too SNL Andy Samberg/JT for my liking… and needs more gags per 10 secs for mine…
I never thought i would see an ad for milk redone badly by Bundaburg rum.
Next time you decide to rip off another ad, maybe not one that is only a year or so old and an award winner.
I watched it once out of curiosity and then I watched it a second time. Sadly I still think it is a complete pile of crap. The more I watch it the more I hate it.
flight of the got milk. stop trying so hard and stop getting your agency to back this turd on the blog.
I don’t believe anyone should care about my opinion, which is why I don’t offer it up much on here because I know you kuntz probably couldn’t give a rats.
But I liked the direction. For that style, he’is a genius.
The script felt a bit like the fluff got in the way of the message, and it was very Flight of the Conchords / SNL / even a bit dick in a box, but I didn’t have a problem with that because that’s the juvenile shit I love.
My take is it’s a very entertaining spot, with not a lot to say – which is fine by me, sometimes you gotta zig when everyone else is zagging. Flat Eric did a similar thing.
Question – is it the Aussie dollar that’s attracting these awesomely talented (namely Kuntz) directors or is it the scripts?
If it’s the dollar, bring it on. I’ve got an Air freshener spot that could do with a lot of Kuntz going at the moment.
I love not working in Australia
Total Flight Of The Conchords rip off.
I desperately wanted to love this, but I hate Flight of the Concords.
The dudes head exploding was funny but predictable, the crunching rising of the bottle was awesome… overall I like it even if it was a mix of Chonchords etc etc.
Can’t say it was better than Superdry though, that shit was from another planet, and it will win at the award shows.
Anyone know how much Kuntz charges?
I love it. Well done Leos.
Bit too bloody Seppo for me
Stop bitching.
It worked for me.
I went and bought 2 litres of Milk!
Sorry, that it makes it look like a poser’s drink.
They should sponsor Sensation.
If they resigned Subaru, should they do the decent thing and resign Bundy?
They can’t be happy with what they produced on this account either…
It’s good, not quite as good as Super Dry, but still good.
Well played.
My two cents….it’s shit.
Seen the comedy singing thing a million times before, most recently for white pages. Oh dear.
Close to a million hits in 2 days and that is before it has even gone to air. Brilliant work guys!!
close to a million views in two days. didn’t think average ads like this one worked.
interesting, most of the comments on youtube have a spanglish feel to them (?) must have been cheaper to seed it overseas – a good way to give your ad critical mass at launch but it won’t sell much bundy though.
Kuntz is right.
How can you not like this?
(1.45)
…because its trite, unoriginal pap.
Were SongZu listening to R. Kelly’s classic Ignitiion when they came up with that music? The beginning, the beats, the white clothing and even the bar set are similar to the Ignition music video. And at one point the actor’s hair is in dreads just like R Kelly’s is in the same music video. Coincidence much?
My case in point, listen to even just the first 20 seconds of this:
http://www.youtube.com/watch?v=y6y_4_b6RS8&ob=av2e
and then check out this ad again.
Good pick up dudester… the other feel that I got was from The Lonely Island and particularly Saturday Night Live’s ‘Dick in a Box’ with Justin Timberlake
http://www.youtube.com/watch?v=WhwbxEfy7fg
That being said.. as annoying as the ad is it’s extremely effective. Saw it the other night and stopped dead what I was doing and had complete take out of the message and brand. Bundy has something different, this ad is that!
It’s a great spot. Funny, entertaining, visually interesting.
Originality in advertising and uniqueness in art are totally different standards.
It’s commerce. If it works, good. It’s so tough to make anything happen in the Australian market I say hats off to them.
If you’re in the game and are really trying to make good stuff happen you’ll appreciate what they’ve achieved with this spot. It’s a lot fresher than the Aussie ocker polar bear spots. Although they can be amusing and the punters lap that stuff up.
How could you watch the 90 and not have a laugh? It’s so over the top. Sure it’s like some other things. But it doesn’t matter.
creepy – makes me ashamed to be associated with Bundy. Missed the market totally unless aiming for gay bar loiterers.
Complete rip off of Flight of the Conchords
Lame advertisement, you lose points for blatantly stealing creative genius!
What a bunch of kuntz.
Total copy of Flight of the Conchords! Be ashamed….
We love it!!! Awesome funny!!! Best ad of the year!
This is really lazy, I know all ideas come from others but this is just a mish mash of kinda recent student pop culture.
Also, are they trying to sell it to dorks who have been to the pub about twice?
Thirdly, there aren’t many guys who would drink a clear alcoholic beverage at the pub. Is is soda water, vodka and lemonade or maybe Baccardi? All drinks for metros or softcocks. Two markets this ad wouldn’t interest.
Jeeeeeez, I have to reach for the remote to turn this bloody awful add down, with that god damn screeching goatee dude.
Its a shocker people, makes me never want a bundy ever again…!
The most annoying ad ever. Hate it.