Bundy R. Bear makes iconic comeback for NRL Grand Final in new campaign via Leo Burnett

After a 15-year hiatus, the iconic Bundy R. Bear from Bundaberg Rum made an epic comeback during the 2024 NRL Telstra Premiership Grand Final as part of a new brand campaign ‘Forever Classic’ developed by Bundaberg Rum’s lead creative agency partner Leo Burnett Australia.

The new ‘Forever Classic’ platform is all about Bundy Rum facilitating good times and classic moments with friends, focusing on classic stitch-ups to bring a nostalgic yet refreshing twist to the brand.

To ‘bring back the bear’, Bundaberg Rum and Leo Burnett Australia worked with Academy Award-winning costume and prosthetics house ‘Odd Studio’ to develop the fully animatronic 7-foot polar bear, which will be used in all future commercials.

The 30-second film, titled ‘Bear Transplant’, premiered on broadcast and in-stadium during half-time at the NRL Grand Final and starred the famously bald NRL legend Gorden ‘The Raging Bull’ Tallis. This is the first in a series of four TVCs that will go live over the coming months to bring the Forever Classic platform to life, all directed by Mr Inbetween director Nash Edgerton.

To further bring the banter to life in-stadium and connect to the world of the TVC, fans who purchased a Bundy & Cola received a white polar bear wig, with one lucky wig-adorned attendee going on to win the prize of a hair transplant in Turkey*! This was facilitated through the NRL Fan App and announced live during half-time.

This integrated campaign has been delivered by Leo Burnett Australia in partnership with Hearts & Science for media planning and HAVAS Red, who led the earned storytelling of the campaign – underpinned by a score of Bundy-loving influencers to celebrate the return of the Bear.

Says Matt Miles, marketing manager – rum portfolio at Diageo: “The return of Bundy R. Bear at the NRL Grand Final is a proud moment for us, embodying the humour, heart, and unmistakable Aussie spirit of Bundaberg Rum. We’re thrilled to bring Bundy Bear back to his loyal fans after such a long break, and having Gorden Tallis onboard for this classic Bundy moment only heightens the excitement. This is just the beginning of many more timeless moments with our mate Bundy as we launch the ‘Forever Classic’ platform.”

Says Tim Woolford and Tommy Cehak, group creative directors at Leo Burnett Australia: “Getting the opportunity to bring back the iconic Bundy bear was a real career highlight. We’re excited for Aussies to connect with their 7-foot furry mate even more as the whole campaign rolls out over the next few months. We were unfortunately not eligible to enter the Turkey promotion.”

*This was a cash prize to the value of $3,500 (the cost of a hair transplant trip to Turkey). 

Diageo | Bundaberg
Marketing Manager – Matt Miles
Senior Brand Manager – Emma Ryan
Assistant Brand Manager – Laura Rey Rodriguez
Marketing & Innovation – Hayden Abercrombie
PR & Culture Lead – Joanna Walsh

Creative Agency – Leo Burnett Australia
General Manager – James Walker Smith
Chief Creative Officer – Andy Fergusson
Chief Strategy Officer – Catherine King
Group Creative Director – Tommy Cehak
Group Creative Director – Tim Woolford
Copywriter – Bill Scheggia
Copywriter – Kevin Ma
Art Director – Lewis Catalano
Senior Designer – Johnson Diep
Senior Designer – Tiffany Wilson
Group Account Director – Tyson Mahon
Senior Business Director – Thomas Smyth
Senior Integrated Producer – Libby Spark
National Director of Production – Michael Demosthenous

Media – Hearts & Science
Chief Strategy Officer – Kim Dolengowski
Group Business Director – Katie Hailes
Business Director – Declan Peach

PR Agency – HAVAS Red
Managing Partner, Consumer & Brand – Laura Cario
Client Services Director – Georgina Thompson
Senior Account Manager – Anokina Ruel
Senior Account Executive – Claudia Warren
Account Executive – Ffion Williams

Production Company: Collider
Managing Partner & Executive Producer: Rachael Ford-Davies
Director: Nash Edgerton
Executive Producer: Tom Slater
Producer: Serena Paull
Production Manager: Celia Tulevski
1st AD: Adam Wareham
Director of Photography: Crighton Bone
Production Designer: Mike Price
Animatronics: Odd Studios
Wardrobe Stylist: Sophie Fletcher
Casting Director: McGregor Casting – Stevie Ray
Post Production: Arc Edit
Post Producer: Olivia Reddy
Editor: Drew Thompson ASE
Colourist: Fergus Rotherham
Online: Richard Lambert
Editor: Drew Thompson ASE
Producer: Olivia Reddy
Colourist: Fergus Rotherham
Online: Richard Lambert
Sound Designer: Damian Waldell (MassiveMusic)
Sound Producer: Alexa Tonkin (MassiveMusic)

Bundy Bear created by Odd Studio
Design & supervision: Damian Martin
Workshop supervisor: Adam Johansen
3D Sculptor: Colin Ware
Lead fabrication: Phoebe Thompson
Fabrication: Kim Morris
Key animatronics: Greg McKee
Key animatronics: Matt Ward
Animatronics: Phil Young
Lead Fur artist: Katyani Tumahai
Fur artist: Amy Vaughan
Fur artist: Kala Harrison
Fur artist: Emily James
Foam runner: Steve Katz
Mould shop: Luke Brown
Mould shop: Nathan Larsson