Clemenger BBDO Melbourne will launch the latest Pure Blonde TV campaign, ‘Dove Love’, during the AFL preliminary final tonight.
Following on from the award-winning ‘Brewtopia’ campaign, the agency wanted to find a new and interesting way to connect the audience to all the imagery and iconography, but still be able to surprise and snap them back to reality.
James McGrath, executive creative director of Clemenger BBDO Melbourne, says Dove Love creates the all-important next instalment of the Pure Blonde mythology.
“As always, it required the perfect balance between the purity, the mystery and the perfection of ‘Brewtopia’, colliding head-on with the cynicism of our somewhat grubby and pragmatic world,” McGrath said.
This time, that balance comes via the caring nature of the guy who looks after the dove – showing a small glimmer of hope that there’s still some good in all of us – before the dove flies straight into a brick wall.
And, with a final ironic touch, we realise the dove is destined to be caught in a vicious circle, never to return home to that place, which is still much more pure than yours.
The starring dove role was shared by five white Turtle Doves and in the flying scenes 40 white homing pigeons were used. The animal crew was rounded out by a few white swans, a couple of white horses and even a white peacock.
Complementing the new commercial will be summer music sponsorships and the launch of The Pond Pop-up Bar and Restaurant in Sydney.
Executive Creative Director: James McGrath
Creative Director: Emma Hill and Josh Robbins
Copywriter: Emma Hill
Art Director : Josh Robbins
Agency Producer – TV: Sonia von Bibra
Account Management: Paul McMillan – Group Account Director
Phil Baker – Account Director
Strategic Planner: Paul Rees Jones
Peter Sinclair – Marketing Director, CUB
Ben Summons – Group Marketing Manager Premium and
Craft Beer, CUB
Craig Maclean – Senior Brand Manager Pure Blonde, CUB
Director: Steve Ayson
Producer: Cindy Kavanagh
Production Company: The Sweet Shop
Designer: Peter Marshall
DoP/Cinematographer: Ian McCarroll
Editor: Jack Hutchings @ The Butchery
Post Production Company: Digital Pictures
Sound Designer/Engineer: Paul LeCouter @ Flagstaff
Sound House: Flagstaff
Music Composer/Arranger: Cornel Wilczzek
Music Track & Artist: Homeward Bound (re-record) Cornel Wilczzek
Music Production Company: Karl Richter Level Two Music
Special/Visual Effects: Eugene Richards Digital Pictures Steven Strekovski
Flame Artist: Eugene Richards Digital Pictures