Lion beer brand James Squire launches new integrated campaign ‘The Hustle’ via Thinkerbell
James Squire was no ordinary man. In 1798 he spotted an opportunity to create Australia’s first brewery. A century and a half later, his spirit is alive and well in the new masterbrand work for Australia’s beer brand James Squire via Thinkerbell.
This is the first execution to come from the brand’s new approach to the ‘Ordinary be Damned’ platform, designed to contemporise the brand for modern Australia.
Set to Beck’s chart-topping ‘E-Pro’, this idea celebrates those who, like James Squire, aspire to find rewarding ways forward, told through a fantastical story of how the character Dave, orchestrates himself a beer.
The campaign is specifically designed to be digitally weighted and will land across various channels throughout the summer period including the cricket broadcast.
Says Albertus Lombard, brand director – premium at Lion Australia: “James Squire pioneered Australia’s brewing legacy with tenacious drive. He had a daring ‘Ordinary be Damned’ mindset that’s alive and well in the James Squire range today. We’re pumped to continue to bring modernity to the brand and relevance to our Aussie drinkers.”
Says Ben Couzens, executive creative tinker at Thinkerbell: “James Squire was a man with hustle and swagger, so it’s important that this work oozes both. And thanks to Beck for providing the groove.”
Says Stephen Carroll, director, FINCH: “To create the magic for this content, it was a very technical shoot using five different camera formats, including 360 degree technology, drones, snorri-rigs and all sorts of other things. It was a fun project for everyone who was involved.”
This new work propels the James Squire brand beyond its heritage and into a fresh and relevant space that resonates with a new generation of Australian drinkers. The campaign rolls out across Australia on TV, cinema, outdoor, social and digital.
Client: Lion
Creative Agency: Thinkerbell
Design Agency: Weave
Media Agency: UM
Production: FINCH
Director: Stephen Carroll
Post Production: The Editors
37 Comments
What happens? Don’t get it….
Thinkerbell made a piece of work that isn’t PR/award bait.
And it makes me miss their PR/award bait.
https://tenor.com/en-GB/view/homer-bart-beer-prank-gif-3989637
“James Squire was a man with hustle and swagger”.
He had the grindset.
He had so many uncles
He invested in rare fish
He always tipped his landlord
But given I don’t get it,maybe I’m not.
Think I’ll stick with what I’m drinking.
I don’t know if this shorter version isn’t telling the story, or whatever, that longer versions might?
Did Lion jump the gun giving all their business to Thinkerbell after that one good idea with Furphy?
Can’t say they have produced anything decent since then.
This is very 2013
Like every brand that is unfortunate enough to be owned by Lion, James Squire has flip-flopped so many times over the years that it holds exactly zero meaning or equity.
Nicely shot but.
Damn this be ordinary
‘Look Lion doesn’t really know what they want, so can we just show the bottle with a cross section of the demo and add in a few cool transitions over a 20 year old track.’
IYKYK –
best comment,
perhaps ever
we these camera moves now
Get it yourself, Dave.
I guess ideas aren’t relevant anymore
If all else fails, or you have no idea – just strap the camera to the product
It’s sad when a once powerhouse brand with very clear positioning ends up like this
What an incredibly ordinary ad.
Whats going on here?
First frame that was long enough for my mind to settle was the beer standing up right on a bike and then a man throws it off a balcony….?
Way too much going on and spinning, all the spinning.
Shocker.
Let’s leave transition based spots in 2023 huh? Creatives!? ANYONE?!!?
“We used all the cameras… and some other fun stuff” about sums it up.
I thought it was pretty simple?
Guy got his mates to get him a beer from the bar?
I actually didn’t mind it at all
No wonder kids aren’t drinking these days…
A lot of tired old folk in adland these days.
If these commenters are the ones making ads, then we’re stuffed.
Well at least none of them would have made this poor excuse of an ad.
If your position is that this is actually good, you are a liability.
Like
Feels like an ad Heineken would have done 15 years ago. Also, what happened to old mate in cosplay from the last campaign? Honestly is the a company in Australia that flip flops more on its brands than Lion?
And, look, it’s not great.
At least they kept that platform idea.
It’s a good one.
Kinda boring doesn’t make the beer likeable or the product look any good.
but…
Can someone explain the non-credit routine of all Thinkerbell pr on here
This could be for any beer brand.
Didn’t Milk&Honey have this business-
has it moved?
So very bad
Here’s to a warm beer…
Another technique-driven spot from Thinkerbell.
Thinkerbell thinkagain