Publicis Mojo, Sydney launches next instalment of James Boag’s ‘Pure Waters’ campaign
Last night Lion Nathan launched the next instalment of its highly awarded James Boag advertising campaign, ‘Pure Waters’.
Created by Publicis Mojo Sydney, the new campaign continues the story of a Tasmanian town and the mystic, transformative power of its water – a creative first brought to life on Australian screens two years ago.
The campaign will include two executions – one for James Boag’s Premiumand one for Boag’s Draught – which take the ‘Pure Waters’ story as astarting point, and extend and re-shape the narrative to distinguishthe respective sub-brands. The Premium spot launched last night, withDraught to follow shortly.
The TVCs were filmed in the Cradle Mountain region of Tasmania at the end of 2010.
CREDITS:
Executive Creative Director – Micah Walker
Creative Team Premium – Ruth Bellotti & Justine Armour
Creative Team Draught – Pim Van Nunen & Ian Williamson
Agency Producer – Anna Richmond
Planner – Nicole Milward
Commercial Director – Lois Donaldson
Account Director – Simon Ludowyke
Director – Steve Rogers
Executive Producer – Michael Ritchie
Producer – Pip Smart
DOP – Simon Duggan
Editor – Alexandre de Francesci
POST FX – Fin Design+Effects
Composer – Elliot Wheeler
Production Company – Revolver
97 Comments
fail
Looks beautiful.
But they’ve lost every iota of the charm and fun of the first one.
Now it’s just a client-pleasing demonstration of Simon Duggan – DOP.
Sorry.
You couldn’t do it twice. Wince.
uninspired
Nice touch that they’re actually filmed in Tasmania. It would somehow feel disappointing if they weren’t.
WOW that’s a massive let-down.
Bathos
Underwhelming.
they should have dipped the creative team in that water.
Guess the Mojo guys are fans of Jim Jarmusch also.
http://www.youtube.com/watch?v=DDceawCF5Xk
Maybe leave the independent art movies to those how are independent and artistic next time.
For a good version of this type of ad, see also…
http://www.youtube.com/watch?v=ZBuGqqmiGU0
Trying way too hard – only the Cohen bros can do Cohen bros
And girl on double neck guitar is extremely forced.
Coen bros
ouch
Oh well, these things happen
One Trick ponies
Pure waters with a Premium take. Nice.
Shits all over the last who is James boags spot
That guitar is the height of lame New aesthetic please.
It’s not as good as the original, but it’s a solid ad and very different for beer here.
i think folks are being harsh. Agree, the girl is a bit heavy handed.
12.16PM
When you say ‘this type of ad’, do you mean period black & white?
Can’t see many similarities otherwise.
Oh, hang on, they use a soundtrack too, and a cast.
good work Nicole. This has your fingerprints all over it.
12.39pm please elaborate
They killed Who is James Boag? Plaudits for that.
12:08,
Would love to see your reel you opinionated f*ck … Those two girls aren’t just shit hot creatives, but awesome chicks too.
Much more Jim Jarmusch than Coen Brothers.
If you’re going to slag work off, at least get your petty criticism accurate.
I think it’s pretty different for the Oz beer market. Which could be good and bad.
Part II’s are never quite as good as the original. Never quite understood why LN would not just run the original ad. It’s brilliant and they could run it for years.
I feel for these guys. How do you improve on such a brilliant idea.
oh dear.
i have to say – this was an ok idea, but the direction on it was soft and let it down.
People forget this isn’t a follow up to the last one…
The other one was Boag’s Draught…this is Boag’s Premium. So instead of slagging people should remember this is the answer to ‘Who is James Boags’ and thank god they managed to kill that.
Perspective. It helps.
dumb double necked epiphone. should’ve brought something fresh to this brand. maybe next year.
You’re a pedant 2:04
it’s a good looking ad that makes you watch it – and that’s all you can really ask for. have you seen the trash that is on TV today? Bing Lee, RSVP ads, Coco Pops – come on this ad is in the top 5% of quality and you all know it.
Not sure what the You Tube references are all about, I’m just not sure I get the idea.
They go on boats to get to a place where they dip bottles in the water and pull out the beer. I get the dipping thing because it was in the last ad. But wouldn’t the boats get turned into awesome speedboats like in the original ad too? The girl is playing an electric guitar so clearly it’s not a technology issue…
But at the end of the day, it looks great and feels like a Boags Premium ad.
So, while I’m confused, I still kind of dig it.
Bad week to launch it Best Ads wise, what with all the Superbowl competition.
It’ll be interesting to see if it gets a look in regardless.
The pity is the original idea was actually quite campaignable.
Instead of taking the opportunity to make it a great campaign they just made a darker, less amusing and less accessible version of the original.
Is anyone feeling a tad sleepy? Must be the change in the weather
That lead talent is in every single ad at the moment. He’s like ‘ad guy’.
Hmmm… every time I read this blog I have to remind myself, it’s not CB, it’s the commenters I dislike.
But it is sad that people can so freely and carelessly voice their opinions. It’s lucky these commenters have anonymity to hide behind; the people they’re accusing and defaming are either people they should want to work for and/or people they will one day wish they had worked for.
On a more positive note, I like this ad. Does it personally appeal to me as much or in the same way as Pure Waters did? No.
That’s what I like most about Mojo, Micah, his creative department and this client. They’re not afraid to try something new. And when they do, they’re better than most of us at doing it.
Well done all involved.
sorry to be controversial….but I quite like it. It certainly will stand out from the dross that most of us produce, and will probably sell a shit load of beer…..I would kill to have it on my reel!
And no, I do not work for Mojo, nor know the creative team involved…
More self-obsessed direction on all accounts and another example of what Mojo do best – ART THIEVERY
“People forget this isn’t a follow up to the last one…
The other one was Boag’s Draught…this is Boag’s Premium. So instead of slagging people should remember this is the answer to ‘Who is James Boags’ and thank god they managed to kill that.
Perspective. It helps.”
Now thanks for that Ms Mojo. But hey, guess what…I didn’t get that subtle difference between the two variants. I reckon that as the next King of England, that would make me a pretty smart guy. So what would the commoner in the pub think?
This is not an art competition. It’s an ad selling beer and its a bloody good ad. The reality is ads are made by creatives but commissioned and approved by clients so wake up to reality jnr creatives blogging on this site – if you are forced down a ‘logline’ you are forced down a tight conceptual path. Looks like the creatives have done as much as they can within the confines of the client’s restrictive view of the idea
Can’t wait to see what the draught spot is like
Why don’t we wait to see the next one before we say they haven’t made it campaignable? So far, it just sounds like folks saying they like the old one better. Fair enough, but that doesn’t make this not a good ad.
Hey 2:42,
2:04 here.
My comment isn’t THAT pedantic.
Someone above made a two-word comment “Coen Bros”
That’s it. Two words.
The only black and white film I can recall Coen Bros made was “The Man who wasn’t There” which is not much like this ad.
So you may as well comment “Alfred Hitchcock” or “Charlie Chaplin” or Stephen Spielberg” They all made films too. What’s the point of referencing something if it’s not at all like the thing you’re commenting on?
There… now I’m being pedantic.
P.S. By the way, I quite like this ad.
Like us, the punter wont be able to distinguish whether this is for Boags Draught/Original/Premium etc. The takeout is still that the main ingredient ie. water comes from a magical place. However, the dipping idea has been done before and done well, so this execution seems a bit lazy and self-indulgent.
Let’s have a competition – pick the comments from the agency that did it.
I reckon 12:45, 12:47, 12:51, 1:26…
And then from the creative team themselves:
1:42, 2:37 and quite probably 3:38…
Hold fire people. The Draught ‘follow up’ ad is coming out in the next few weeks. Save some bile till then.
4:02
The two word comment ‘Coen Bros’ was a spelling correction for the comment preceding that.
The point is: the direction/art direction/randomness and slightly odd ball approach is clearly ripped – whether you see the Coen brothers or Jarmusch, it reeks of other artists – hence the Art Thievery comment too.
Yes, we all borrow and are inspired by other artists, but in my mind, Mojo ‘borrow’ a little too much. They’re extremely good at execution, yes, but very sloppy and lazy when it comes original style.
Don’t blame the team. Its arty farty’s party.
Good ad but lost the humour.
I like it. It’s nice to watch. Down with all the haters, go back to your 10x7s.
Oh, that was for Premium not Draught. Now it all makes sense. Yeah, punters will get that. Boags: crazy water beer. I get it. Make some more ads please. They’re pure water genius.
2:04, 4:02, or whatever you’re calling yourself next –
The two-word comment “Coen Bros” by 12:26 was intended to correct the previous genius who called them the Cohen bros and who thought that the spot was “trying way too hard”, so I’m guessing by your subsequent remarks, you missed the point entirely, which is not surprising.
Yes, by the way, you’re remarks are pedantic, as in didactic, instructing, as opposed to offering even a hint of insight.
Ruth and Justine wrote a beautiful story by any estimation, and Steve did his usual job of creating visual excellence. If he’s not the most talented director of commercials in Australia, then he’s at least in the top three, and it wouldn’t be a bad bet to assume that none of the commenters on this blog are numbers one or two, so a little respect might be in order.
Whether the spot is an homage to Jarmusch or the Coens or KIng Vidor, or Aunt Margaret’s home movies of her trip to the Deep South, meaning Tasmania, it’s beautiful to look at and will be appreciated on an artistic level that will appeal to the buyers of a Premium beer, just as it was intended to do I’m sure.
Unfortunately, the world by and large does not think of Australians first when they think of intellect. Let’s see if we can try and change all that by refusing to feed those negative expectations quite so much on the blog. Give it a go, eh?
Yeah, 4.34pm you’re probably right. The positive comments are from Mojo.
Because nobody can be arsed to comment on this blog apart from the same few bitter, little shits like you, who spend your lives churning out Bing Lee spots and getting all worked up about what creatives in other agencies do.
Just sayin’.
Here’s a youtube clip for you: http://www.youtube.com/watch?v=EGtTblTR0YU
apparently they dropped there gold awards into the water and it turned them in commendations.
Very nice, Ruth.
apologies for sounding like such a dick (12:08), my comment earlier meant to convey that they should have dipped the ‘creative’ as in the ad, in the water not themselves. im sure theyre both nice and talented, this just falls a little flat after such a great first round…peace
3:26PM.
But it’s OK for you to hide behind your anonymity Craig?
It’s beautifully shot, well done Steve Rogers and Simon Duggan + mojo team. Something about the 19th century setting and the Dead Man reference mentioned leaves it feeling a bit haunted if you’re familiar with Tasmania’s Black War history in this era and the storyline of Jarmusch’s film.
Well done all involved.
Congrats Jussie. Another ad I wish i had on my reel.
Well spotted 2:41. Presumably if they dipped the Epiphone into the magic water it’d turn into a genuine Gibson…
What happened to Publicis Mojo man… they used to be beautiful… now they’re just shit.
5:38PM
And in jumps Micah.
Well done Team Fringe! I like it.
Let me try to make sense of what’s going on here for the angry youngsters. Some bloggers have been critical because this spot utilises the same ‘pure waters transformational device’ as the initial breakthrough spot, saying the punters won’t care, and won’t be able to separate Draught from Premium.
I’m looking at it the other way.
Boags have realised that the ‘pure waters’ idea is an advertising device Boags can own. But they have two product lines. So what’s required is the same device, but two channels. One mainstream. One up-market. My guess is the brief was to execute the pure waters device in a more sophisticated way, which would be appropriate for Premium’s premium positioning. And on that score, they’ve succeeded admirably.
Of course the film noir style is derivative, as some bloggers have taken exception to, and been critical of. But that’s really splitting hairs. Everything is based on something else. That’s actually important to make the viewer feel clever.
See, this advertising caper isn’t so difficult or complicated, is it?
8.59AM We’d all love to see some of your work. Please, why don’t you post us a link.
9.20AM So what if it is? An agency’s not allowed to defend its own creative?
Right on 5.38pm and nice work guys. I like it.
Really sweet story and, as always, it looks great. Well done all involved.
I reckon the client said, ‘we love the first ad, but can we make this one more about James Boags.’ And some softie in the agency replied, ‘yes, of course we can Mr Client!’. And they did, shouldn’t have but, did. And not badly.
5:38
Pay attention a little.
Ruth and Justine weren’t slagged off – either was Steve for that matter. They’re all good people. Obviously, you’re not that good at reading between the lines.
Shall I spell it out for you?
NIce one Old CD guy
Well I don’t know if it’s Jarmusch-esque, Coen bros-esque or what, but I do know that it is a bit boring for such a lame product centric pay off.
The levis condom ad ends with a great, albeit old, joke. As does the levis Creek tvc- this ends with a bottle of the product.
Mmmm
The difficult second album
Never quite sure why people can’t say something is shit on here, rest assured if it’s shit, the end users (you know, the punters) will say it’s shit too before they flick channels or take a dump.
wake up. those feature directors make great films because they work from great scripts. You’ve applied a borrowed look to something flat and mediocre and so have nothing.
Saw it on air last night.
Cut through.
Paid attention.
Built a bit of warmth.
Remembered it.
Success!
Good work girls…
Shelf life, even good beer has.
12.03PM Saying an ad is shit isn’t constructive. Like if I said you’re a stupid fuck. It might be true, but it doesn’t help you. But should I help you?
People sitting at home can say its shit ’cause they have no responsibility to help this industry. You do.
If you give constructive criticism you’re helping a fellow creative and that has the potential to help the industry become better so we can all do better work. And ultimately, that helps you.
Not giving constructive criticism is simply lazy. It means you don’t have to actually stop and think about the realities under which the ad was created; it means you don’t have to make a valid point and, ultimately, it says more about you than it does about the work or those involved.
Next time you go to comment maybe think about this: Would you put your name to a comment that says an ad is shit? Of course you wouldn’t. And that right there is the answer to your question.
Remember constructive criticism = helpful. Not constructive criticism = not helpful.
12.04PM
Being critical is easy.You’re opinionated, arrogant and naive. See?
Being constructive is much harder – I understand your point about the comparison between advertising and the film industry, but you seem to be making the assumption that the film industry doesn’t borrow looks or ideas. You also seem to be arguing in extremes when you say the ad is flat and mediocre and has nothing. I could understand this comment if it were a Fantastic Furniture ad, but perhaps you should apply a little context. See what I mean?
There’s nothing wrong with having an opinion or debating the merits of our work, but if we all operated in your vacuum the industry, including your job, would be a fucking nightmare. Maybe take a little of your own advice and wake up.
Some of the comments on here are unfair, not to mention extremely shortsighted. Making personal comments about the people involved is at best mean spirited. Plenty of industry publications seem to do well without allowing this kind of behaviour. Not sure why it’s tolerated here. Come on CB, you do a lot for this industry, but like all of us, you could always do more.
can someone explain to me how black and white film is derivative. I can’t figure it out.
Was dead man derivative of the third man? for that matter does that make every colour film derivative as well. I’m not adverse to reading criticism, just not from people who have no idea about what they’re talking about.
I DONT KNOW WHAT WE ARE YELLING ABOUT!!
Now that we’ve had around 82 odd comments, most of them having a dig at some pretty good work, I’d like to finish by making an observation:
Mojo is a great agency. Some wonderfully talented, nice people work there. But, many who have worked there in the past have been treated appallingly…and left. Because of a massive resentment towards the agency, they will take any opportunity they can to deride any work coming out of there be it great or mediocre. Have a look back at the archives and you’ll see all Mojo posts end up in massive debates.
Have a nice day Mojo people.
I guess the issue is that the team who did this thought it was as good as the original spot (well, you’d have to because we’re all aware of how much things get ripped to shreds on here).
But obviously, the majority of people on here don’t agree that it is.
Where the first ad was full of surprise and joy this just seems to be dark and moribund for the sake of style. It feels like a recycled idea the creatives were forced to make. ‘Pure waters’ is a great truth about what makes Boags unique – surely there was another truth about the product lurking in the wilds of Tasmania that could have been executed with the same imagination and wit for round two?
I think a lot of the negative comments on this blog come not from nastiness (or a life of writing Bing Lee ads) but because we all have the same standards to live up to in this game – we’re hard on ourselves each day and so we’re naturally as hard on others. Indeed, we feel a bit cheated when what we can see is average work is being spruiked on here as the best in the industry, and that probably leads to some anger in the comments on this blog.
My suggestion is, unless it’s brilliant don’t put it up here, unless of course you can deal with the criticism – which in this case, it seems like the people involved cannot.
THANK GOD it wasn’t another hilarious australian beer ad… I think a great effort.
charming small tale. One of the few agencies who are trying to tell a story with their scripts.
2.39PM Wow, aren’t you Mr Ad Guy telling us how it all is. You have no idea what you’re talking about. If you’ve ever worked for LN you would know that they do their own PR and the agency and the creatives have little to no control over this.
“We’re hard on ourselves each day and so we’re naturally as hard on others” will never be an excuse for being an arsehole to your peers.
In your opinion the ad isn’t as good as the first, but ads, good or bad, aren’t made from your idealistic bubble. They’re made in big agencies with grown ups and clients who have the decency to talk to one another with respect and don’t assume they know everything while assuming everyone else are morons.
My suggestion to you is, get back in your box chocolate. You’re embarrassing us all.
2.39PM have you ever had an ad of your own posted on the CB bog?
I guess not, otherwise you’d know that creatives have no say whatsoever over where their work is PR’d. It’s out of our hands. The most you can do is ask for your name to be taken off the credits if you think the ad is a stinker.
To be honest, I dread my work going up on this blog. Not because I’m not proud of it, but because of the cowards who love nothing more than hiding behind their anonymity to slag everything off. It’s way too easy.
Personally, I’m up for a total boycott of Campaign Brief, unless they somehow make the morons accountable for their lazy comments.
That guitar sound is awesome! Seriously cool and understated.
Can the sound guy tell me the effects/amp they used.
How come all the cast are squeeky clean colonials? bad rendition of deadman – ( or did the client make those awful casting choices)
It’s certainly not coming from that Epiphone in the film, 3:16. The mimimg is out of sync.
Go and watch DEAD MAN by Jim Jarmusch and you’ll see that this ad is an unabashed, blatantly obvious rip off, right down to the guitar music.
Only difference, Dead Man is brilliant.
Hey 5:38, 2:04 here.
Why are you hassling me? I said i liked it.
Ok my 10 bucks worth:
Love the music.
I will actually turn the off the picture while the add is on so to focus on the music, as the ‘male focus’ in the ad leaves me cold and disinterested. I have come to associate this beer brand with this particular male thingy with other men…it apparently is what the gay ad gurus would like to have us think about us Aussie males.
I would prefer to sit with the guitar gal, listen to her play into the night. But we are only given a glimpse because drinking this particular brand is a solely ‘male’ experience it would seem.
The guitar gal is only there to draw the veiwer in as they do in most ads, its a pitty because they could have based the ad around her and, but its a stupid white male beer anyway so…
We are there, it would seem with the geezers young and old farts, as if it were a male initiation ritual or right of passage. Why? I have no idea.
These ad dudes are on substances most of the time and don’t see straight.
One thing these Boags ads come across as saying is they need to justify the cost of a local brew sold at import prices. Why? don’t know it’s really just another very ordinary Aussie ‘swill’ amongst many others on the local corporate swill shelf.
Personally I drink a German beer called Oettinger Pils because it has great flavour and is the cheapest per case at Dan Murpheys.
How Boags et. all can justify near $50 a case when it tastes so bad, is probably because the ads cost so much.