The spirit of Daniel Francis Murphy lives on at Dan Murphy’s in new campaign via Thinkerbell
Australia’s leading drinks retailer, Dan Murphy’s, has today launched a new brand direction with creative work developed by Thinkerbell.
The idea retells just a few of the many moments in founder; Daniel Francis Murphy’s early life that influenced and shaped the customer focused attitudes of Dan Murphy’s today.
The entrepreneurial Murphy was a larger than life character. Famous for his innovative concepts and roguish behaviour, he is often credited with democratising great wine and educating Australians about the vast world of drinks beyond rum and beer, the tipple of the vast majority when he opened his first store.
Says Monique Holmes, head of marketing and loyalty, Dan Murphy’s: “Helping Australia drink better sits at the heart of so much of what we do day-in-day-out. The spirit of improvement and discovery is something that’s been with the brand since Dan Murphy first established it back in 1952. That’s why when it came time for a brand idea, we couldn’t go past the intriguing stories that shaped the man himself.”
From his time in the RAAF, to creating an underground wine club, or being the first to import international wines by whatever means necessary, Daniel Francis Murphy’s life reads like a movie.
Says Alex Freudman, managing director, Dan Murphy’s: “If you ask Australians, many don’t know that ‘Uncle Dan’ was a wine-loving entrepreneur who created innovations that have shaped the Australian drinks industry.
“He was passionate about making great drinks accessible to everyone, his innovative and entrepreneurial spirit still very much live on at Dan Murphy’s today.”
The Daniel Francis Murphy story will first be told across television, OOH, instore, press and online, with activations and more to roll out in the coming months.
Says Tom Wenborn, executive creative tinker, Thinkerbell: “It’s a daunting task, reimagining the life of someone like Dan Murphy, his wily attitude made such a big impact on an entire industry. While he deserved his own kick-ass biopic or novel, we’ve started with a series of commercials, which in a way we think he would have been happier with, having written and directed his own commercials throughout his time. We’re incredibly proud of how the team pulled this piece together, from the research to the production, the time-travelling has been well worth it.”
Dan Murphy’s part of Endeavour Group
Jo Rose – Chief Marketing Officer, Endeavour Group
Monique Holmes – Head of Marketing & Loyalty, Dan Murphy’s
Sarah Tencer – Marketing Manager, Brand, Dan Murphy’s
Creative Agency – Thinkerbell
Di Nash – Head Production Tinker
Jamie Lane – Studio COP
Seamus Fagan – Lead Creative Tinker
Marcus Byrne – Lead Design Tinker
Nick Bennett – Head Thinker
Josh Parmenter – Lead Creative Tinker
Will Cook- Lead Thinker
Dom Counahan – Executive Brand Thinker
Adam Ferrier – Chief Thinker
Jack Dinsmoor – Lead Design Tinker
Tom Wenborn – Executive Creative Tinker
Jaime Morgan – General Manager
Jim Ingram – Chief Creative Tinker
Margie Reid – CEO
Production Company – MOFA
Nick Kelly – Director
Llew Griffiths – Executive Producer
Alice Grant- Producer
Edward Goldner – DOP
Patrick Bennet – Production Designer
Sophie Barker – Wardrobe Stylist
Music – Electric Dreams
Cornel Wilczek – Composers
Leyla Varela – Executive Producer
Casting – Studio P
Peta Dermatis – Casting Director
Sound – Bang Bang Studios
Paul Baxter
Holli Dee
Post: ARC
Peter Sciberras and Lucas Baynes – Editors
Fergus Rotherham – Grade
Chris Reynolds – Online
Freya Maddock – Senior Producer
39 Comments
That’s quite lovely. Makes modern day entrepreneurs feel a little dull.
It’s great. Compare it to the category and it’s head and shoulders above anything from Bottle Mart or BWS. Congrats Alex and team.
Tell me if my hunch is right and the pub at 0:07 seconds in is the same pub you used for the Furphy spots?
Good spot by the way.
Not from Thinkerbell but think Furphy Pub is the Lennox Tavern in Richmond, and the Dans one is The Railway in South Melbourne
Beautifully told and nice craft
Shit, I was HOT! This is pretty nice…
Another very nicely produced big brand spot.
I like how the box of disguised wine says ‘vegetables’ on the lid and the guy calls out ‘vegetables’ in case you didn’t get the gag.
This is wonderful. Craft is 10/10. Well done, Seamus & Josh. Hard work paid off 🙂
Beautiful craft, such a shame the brand no longer embodies his adventurous spirit. Would be a great ad for any of the fabulous independent stores.
Making out the man behind the name to have lived some extraordinary larger than life, life has just been done so many times.
It always feels like an easy way in when nothing else can be thought of.
Still, great store.
Didn’t the late DM end up getting done for dodging sales tax? Didn’t make the narrative?
https://www.afr.com/politics/jailed-for-liquor-sales-tax-evasion-19911104-k4onz
It’s a good effort for a client like Dan Murphys. I’ve never seen them try and do storytelling. But it’a lacking the big budget craft that films like this need to stand out. Should have shot it on film
lol yeah shoot it on film. Big budget craft also comes with a big budget. I doubt dan murphy’s have big budgets.
Film doesn’t fix craft or ideas you twat. Storytelling is storytelling, ideas are ideas whether you shoot on your iphone or 35mm. Fucks sake theres some idiot’s on this blog.
I’d say it’s actually very well crafted. It’s a big step forward for a brand like Dan Murphy. I don’t think I remember them making TV ads that weren’t screaming Lowest Price Liquor. It’s an enjoyable way to dip the toe in brand campaign world.
Lovely directing craft. Dull script.
Great craft
Direction and craft is top notch. I like the ambition for a retailer.
this is good, really good.
Really good stuff. Stands out in the category.
dumb question. what is craft? (serious q)
Is that the same pub from the Furphy spots?
it seems like you guys on Cb have the same idea of craft as Dan Murphy has for craft beer.
half-decent but fuck me if you ever taste the real thing you’ll realise this is like drinking Smirnoff Ice.
Different pub.
You must have started your career in the last 10 years.
does every quip on CB relate to age?
I believe some people on this blog and the ‘oldies’ here get really confused about this word ‘craft’. It seems craft is often applauded simply for being able to put the nuts and bolts together in the right way. It’s comparable to someone getting a piece of ikea furniture and being applauded for managing to put it together according to the instructions. And maybe that is difficult given how uneducated clients and agencies here are these days. Still directors are not carpenters.
As a director i particularly enjoy receiving the instruction manual for the $800 dining set but only receiving the pieces for the $200 bookcase.
*notices atmos fog in shot*
Is this… c r a f t ?
Dan’s really is the only choice when you look at all the other crap in the category. At least they have an ad now that backs that up.
Big day for the MOFA crew today with this and the Toyota spot both dropping, this one slightly edges it for me
Do customers really give a **** about the history and provenance of Dan Murphy’s? This feels like the client talking to themselves. Spend time building equity into a compelling brand platform rather than this self-indulgent tripe.
MOFA doing fantastic work right now
That’s not the real Dan Francis. He’s an actor.
I’d hazard a guess that this will have been thoroughly tested with customers before going out into world, so yeah, they probably do. Or at least they think they do. Off you pop back whatever rock you crawled out from.
Dan’s being Woolworths would probably not test this: they love it when Dan looks in the mirror. Agree with Jack T – provenance schmovenance when you actually provide a decent shopping experience.
Dan’s aren’t woolies anymore…
https://www.businessnewsaustralia.com/articles/endeavour-group-lists-on-the-asx-after-woolworths-demerger.html
No, they’ve done brand TV ads like this before.
https://www.youtube.com/watch?v=mvUy4GD-m0I
Feels different for Dan. Love the storytelling alongside a beautiful shot spot. Smashed it Josh, Seamus and the rest of the team!