Bundaberg Rum re-tells history in new TV commercial via Leo Burnett Sydney
The Bundaberg Rum Distilling Company has unveiled its new above the line campaign which provides an insightful look back into the birth of Bundaberg Rum and its proud history in Australia via Leo Burnett Sydney.
The multi-channel campaign, which has already attracted over 10,000 YouTube views since its launch on Friday, tells the story of the ‘genius’ group of sugar millers who came up with a clever solution when faced with a crippling molasses surplus back in 1885.
Like Bundaberg Rum itself, the story has become the stuff of legends with the campaign playing on the various iterations of how the now famous rum came to be the drink that is loved today.
A series of 15, 30 and 60-second TVCs will air nationally from 21 October on free-to-air and Foxtel channels, complementing the existing digital and social rollout. The campaign will also screen in cinemas nationally and will be live across all channels until the end of the year.
Says Matt Bruhn, marketing director Diageo Australia: “Bundaberg Original Rum has a long and proud history, coming to life in unlikely circumstances amidst an oversupply of molasses in 1885. We wanted to take consumers back to that time and celebrate the ingenious story of this iconic Aussie brand in a cheeky, Australian way.”
In Australia, the Bundaberg Rum Trademark represents 82.2% of the total rum category (Value, Aztec MAT April 2012), indicating the brand’s ongoing dedication to exciting rum drinkers around the country.
Client: Diageo Australia
Marketing Director: Matt Bruhn
Marketing Manager, Bundaberg Rum: Andrew Oughton
Brand Manager, Bundaberg Rum: Serge Costi
Lead agency: Leo Burnett
Chief Creative Officer: Andy DiLallo
Creative Director: Grant McAloon
Creative Director: Vince Lagana
Writer: Grant McAloon
Art Directors: Vince Lagana/Andrew Ostrom/Dominic Prevost
Client Services Director: Peter Bosilkovski
Business Director: Sam McGown
Agency TV Producer: Margot Fitzpatrick /Renata Barbosa
Supporting agencies
Production Company: Revolver/Biscuit
Director: Mike Maguire
Producer: Ian Iveson
Executive Producer: Michael Ritchie
VFX and Post Production: Fin Design + Effects
VFX Supervisor: Nick Ponzoni
VFX Producers: Anya Kruzmetra
VFX Team: Stuart White, Tim Streets, Jeremy Forte, Blake Druery, Justin Bromley, Julian Ford
Grade: Nick Ponzoni
Editor: Peter Whitmore – The Editors
Music Composer: Oli Julian
Sound Design: Henning Knoepfel
Music and Sound Producers: Storr Redman and Daniel Gay
28 Comments
Really great. Top shelf. The snakeskin suit is brilliant.
Am I missing something?
The “quirky origin tale” is a well-trodden path for alcohol brands, but this is well-shot and produced, and fairly entertaining. Alas, I cannot think of anything witty and snake-related for this second sentence, so I’m off to get drunk now.
Fun. Very watchable.
Weird, epic stuff. I like. I like a lot.
brace yourself leos
A brief asking you to do a history story on an alcoholic product is not easy to do.
I like Leo’s approach on this one. Funny, unexpected and watchable.
I would have thought someone at Diageo would have picked up on the fact that I was drinking Bundy and Coke on the 7:30 Report last night. Huzzaaaaaah!!!! Oh and Id like the snake skin back. Shedding that much skin for a tv interview left me looking tired and patchy
Beautifully shot and produced.
Even though I liked the art direction, the characters, some of the CG back gounds.
I unfortunately have know idea what it all meant. Watched it 4 more times, still lost.
Looks nice though.
Brillant… amazing production value, something which seems to be getting lost these days and very well directed. huzzah
Is this because no-one got the idea first time around?
Nice typography in end supers!
“History is in the making not in the telling” – brilliant
Seems like one of those spots that nobody involved in the making had the nerve to say’sorry,i don’t understand ‘.
i’m confused about those that say they are confused.
The ad is awesomely clear. Stop confusing me.
anyone who doesn’t understand this spot should probably find another industry. seriously, what’s not to get? well done, leos, for taking well-trodden territory and turning it on its head.
“the birth of Bundaberg Rum and its proud history in Australia via” an american director.
Seriously. What’s not get. Is the line too smart for you? Great spot. Great production. The strategy is also brilliant. Yes, you are right, lots of liquor brands tell their history in quirky ways. That’s the point. The strategy pushes up against this and tells us that it doesn’t matter what silly stories brands tell us, Bundy is all about the making. Very smart stuff with high entertainment value.
I bet the negative commenters here would have taken that strategy and done something incredibly boring. Grow a pair and have some fun.
Only very rarely these days does someone come up with a campaign line that you just know could go on for years and years…well done.
Ha, ha, very funny. Love it. Entertained me.
But I am a Bogan-berg rum lover. Yum.
I have to say, I really dig what Leo’s are doing with bundy. Beats the living shit out of all that horrible bogan work with the bloke in the bear suit doing bogan shit with his bogan mates.
Hope to god it’s working.
“the birth of Bundaberg Rum and its proud history in Australia via” an american director.
Your so right don’t forget:
Bundy is owned by a french company.
Leo Burnett was started by an American who then sold to a french company.
The DOP was from NZ.
The CCO is American.
Plus I think the Grade was done by a Pom.
I think the Music was even done in Europe I’ll have to check.
Lets not overlook the facts it is a Queensland brand and the creatives although Australian are from NSW, and Victoria. At least they are male because I don’t think Bundy had any founding mothers.
Also the production company and post house are owned and operated out of Surry Hills not Bundaberg!!!!
I bet the A hole director even flew in on a foreignly owned airline like Qantas.
This has to stop people. We can’t possibly let our home grown brands be built or worked on by foreigners. I for one am going to start checking passports.
As usual, well done, you two and friends.
Fucking nice line n all.
superb stuff!! love it. well done all involved
Where’s the tongue Ozzie?
Parochial much? It’s called having a world view. If it sells Bundy, it’s good for Australia.
“Did I ever tell you that this here jacket represents a symbol of my individuality and my belief in personal freedom”
classic:
http://www.youtube.com/watch?v=w85NLPB2wjQ&feature=related