Pure Waters’ refreshed with new ‘Russell Falls’ spot for James Boag’s Draught via Mojo Sydney
Lion Nathan, via agency Publicis Mojo, Sydney, has launched its second new spot for James Boag.
Shot in Tasmania and directed by Steve Rogers via Revolver, ‘Russell Falls’ builds on the original ‘Pure Waters’ concept, this time focusing on the unique effect the waters have on draught beer.
The first ‘Pure Waters’ campaign was launched in 2009, and has helped generate double-digit growth for both James Boag’s Premium and Boag’s Draught.
The new spot follows on from the James Boag’s Premuim spot which launched on February 6.
“Given the broad appeal of the creative and its ability to stretch across the portfolio we have extended the TVCs to incorporate James Boag’s Premium as well as Boag’s Draught,” said Ralph Simpson, Lion Nathan Brand Director, Premium.
Agency : Publicis Mojo, Sydney
Executive Creative Director – Micah Walker
Creative Team -Ian Williamson, Pim Van Nunen.
Agency Producer – Anna Richmond
Planner – Nicole Milward
Commercial Director – Lois Donaldson
Account Director – Simon Ludowyke
Production Company : Revolver
Director – Steve Rogers
Executive Producer – Michael Ritchie
Producer – Pip Smart
DoP – Simon Duggan
Editor – Alexandre de Francesci
POST FX – Fin Design+Effects
Music – Elliott Wheeler at Turning Studios
Sound Design – Simon at Nylon Studios
Sound – Sam Petty
Production Designer – Chris Kennedy
Costume – Margot Wilson
28 Comments
oh dear oh dear – big shoes to fill i guess
everyone looks a bit embarrassed to be there
Someone’s taken inspiration from this classic Getty shot.
http://www.gettyimages.com.au/detail/88748595/Blend-Images
It’s great, it’s memorable and charming as hell. Nice one Ian.
Let the games begin.
SWIM AWAY!
No.
I like it. It’s involving and begins to broaden the story beyond just dunking something in water, towards taking people on a journey. It opens up the creative and consumer engagement possibilities.
I’m still confused between the difference between draught and premium as expressed in the communications. But who cares when you’ve got a very strong & memorable brand building campaign based around quality of ingredient.
Please!!!! Enough of the magic water – – – one trick ponies now.
Fucking beards.
What is it with fucking beards?
Better than the other one, which was awful, but still no way near as good as the first.
some of these comments…sorry, but this is a great ad. very well done.
Nice work Team Europe
5.14 sums it up nicely.
God the Mojo bashing is getting redundant isn’t it?
way better than the premium spot.
Does anyone know who the account director was?
Makes stuff bigger? Grows beards? Turns stuff into beer? Old bloke playing piano for some reason floating down the river? It’s all over the place like a mad dog’s breakfast. A truly great idea 9and I mean it, it is) that’s lost in this execution due to undisciplined storytelling. Compare this to classic Stella and Heineken.
jumped the shark
Well, I’d just like to compliment Anna for pulling the whole production together. You are wonderful xxx
Nice idea still there but the execution has gone a little off piste. Too much randomness that will go over most heads.
This is great idea, that doesn’t look like other ideas – some people just don’t understand that that’s what we are paid to create – things that don’t look like everything else.
I think they should have keep the narrator in this spot. They are still using the voice so why not? He added so much to the last one. Putting him on a raft was a good start but never getting that close up meant most people wont connect him to the original. Plus you lose all the character he delivers.
If they had keep him in he also would have helped the edit which needs him to break up the story an punctuate the jokes. Not sure how many people are going to catch the funny wader on the guys collecting kegs at the end. It seems to be totally over looked you only get a glimpse after watching a few times and even then its not delivering any comedic value. Which might be on purpose so as not to over shadow the lam beard joke which feels lazy even a funny looking tuxedo would have been funnier. But a beard its no light saber. Even recycling the Mow but crazier would have worked better.
The attention to detail just isn’t in this one. Its solid, just not solid Gold like that last.
That pure water must be pretty polluted by now with all the shit going into it.
11.14pm, so you’re suggesting they should have made exactly the same spot as last time round? Well, that would be one option I suppose. No point in moving the campaign on when you can play safe and repeat yourself.
it’s not moving the campaign on though. just more ‘watered down’ (ouch!) executions of the same idea. i dont recall seeing guinness doing that? why not explore a fresh way to convey their lovely pure water strategy?
A simple story, beautifully told and so much better than 99% of the stuff on TV. Well done Williamson.
I’m sorry. I’m tired of boring.
Great advert. I want know the name of piano music
that Is played in the latest edit of the ad.