Pure Blonde encourages us to be a touch more pure in new work via Clemenger BBDO, Melbourne
Carlton & United Breweries’ Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be ‘A Touch More Pure’ via Clemenger BBDO, Melbourne.
To celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that it’s hard to be good.
The campaign launches with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure, whether it be a vampire doing human-free Mondays, a galactic emperor recycling what’s left of the enemy bases he destroys or a devilish character committing to only buying products that are certified organic.
The campaign is supported by OOH, radio, trade and social activities, a full packaging re-design across all Pure Blonde Organic Lagers and Cider, and a national promotion later in the year.
Says Zac Gelman, senior marketing manager, Pure Blonde: “This is a massive year for Pure Blonde and we’re excited and proud to share our new campaign made with Clems. We hope it will make punters laugh, think and hopefully go out and try a delicious Pure Blonde Organic Lager.”
Says Jim Curtis, ECD, Clemenger BBDO Melbourne: “Wrestling with the lofty task of being entirely good is something we can all relate to. Which is why whether you’re a vampire, cosmic overlord, demon or even a Collingwood supporter — drinking Pure Blonde Organic Lager with all-natural ingredients, is a good place to start.”
The film was shot by Aussie director Tim Bullock.
More information about Pure Blonde Organic Lager can be found here.
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Antonia Ciorciari – Head of Brand – Contemporary
Zac Gelman – Senior Marketing Manager, Pure Blonde
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Social: CUBHouse
Production:
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
Cinematographer: Shelley Farthing Dawe
Character Design & Prosthetics Artists: Odd Studio
Costume Designer: Paula Ryan
Production Designer: Sam Lukins
Makeup Artists: Matt Hornby & Jenny Roberts
Casting: i4 Casting
Editor: Adam Wills
Post Production: Alt VFX
VFX Lead / Supervisor: Dave Edwards
Dove end frame CG animation: Blockhead VFX
Sound: Rumble Studios
Sound designer: Tone Aston
39 Comments
This is dope
The make up and costume looks really basic. Looks like something out of $2 shop. Clems would never put something like out this
Glad to see a CUB ad with some money behind it. The last few campaigns they produced internally were woeful.
I laughed – twice.
This is terrible. Not funny. And done before.
This could’ve been so funny.
Not funny.
For Pure Blonde this is home run. Really well done. And @D I don’t know what planet you’re from but the costume look top notch. How about we give credit where credit is due. Well done to all involved.
Love it. Good to see some absurdity!
But why don’t Clems credit the agency team anymore? Stupid idea. Will they enter award shows with zero credits?
thank god for some attempt at surreal silliness back in an ad.
…if i ever see another manifesto or a ‘life’ moment reflected back at me…
but clems needs to lift. This is a cheap knock off Raid Shadow Legends.
I couldn’t even watch this to the end.
Noice
Love it
You Clems people heaping praise on this second-rate drivel need to stop. You should know better and if you don’t, this is indeed a sign of how far the Melbourne office has slid from its once unassailable creative heights.
You’re joking right? The costumes/make up look awesome for a TVC. Please let me know which $2 shops you visit that have this level of quality costumes.
There is an idea there, yeah sure, but the execution is simply not funny. Shame.
You’ve definitely proved that.
I like my devil better
man what a gr8 idea! gr8 script! gr8 product! imo it’s pretty good. but wheres the comedy direction and timing? it made me comment cause i feel bad that it wasn’t as farkn unreal as it shoulda been.
Good stuff.
Well played.
Throwbacks to the old pure blonde brand world, too.
Noice.
Unfortunately the recent Hilux dialogue outshines this. Comedy dialogue is hard, few pull it off well in my opinion
Appreciate the silliness and fun.
It’s just what we all need more of.
I do feel however that it’s an awfully long ad to get to the product. It’s tagged on at the end like an after thought. Like no one wanted to really commit to it. The ‘sharing is caring’ line is weak and lazy too. Everything not product related was funnier. Really does feel the product was included begrudgingly.
The best comedy in ads embrace the product and include it in a seamless way. Such a missed opportunity here to do that.
Ovetall though, still better than most shit on the telly.
I’ve had a tough week followed bu a few beers, yet this sends me to sleep. Bad bad bad.
This ad made me become a wine drinker.
There’s something wrong in melb beyond covid
Jeez, these Aussie comments are even more bitter than NZ…
Shot Jim, Ryan and team, can’t imagine this one was easy to sell in!
Wish you kept some of the originals would have had more star power. https://youtu.be/uxeR95aYer0
It’s quite sad how all you ad land folk rubbish each other’s work. Please remember it’s JUST advertising. Most people are only here for the money. If this is your whole life then you really need to take a step back and ask yourself why you are wasting your life on an industry the greater public hate.
God, you guys are depressing.
This would’ve been heaps fun to make.
It’s f***ing advertising. Get over yourselves.
It’s all in the execution. Timing is everything and clearly the comedic tempo lost its way. Very disappointing. Should’ve stuck with the Ditch!
Nice work.
Ho Ho .. No.
Nothing about this is remotely funny. Agree with everyone else who said it could’ve been but completely missed the mark.
Reminds me an awful lot of this ad
https://youtu.be/vuHqhR9VpNc
Thoughts?
https://www.youtube.com/watch?v=KABSYzPqTTg
Offensive, blatant satanic adoration and veneration.
Trying to make the devil a fun and acceptable good guy to society is so wrong on so many levels. Lord help those associated with putting this filth out, would not like to be in your shoes come judgement. It’s not just advertising, it’s endorsing and promoting an evil agenda, and you ad execs know exactly what was intended. SHAMEFUL and WICKED.
Sickening. Tottaly Pure Blode isn’t on my choice list. Melbourne is going down the hill. They have the PM which they diserve.