So as I think alot of you know, I’ve been spending quite a lot of time in Australia recently.
Well, whilst I’ve mentioned there are a number of ‘issues’ going on in the background, I do have something to show you that comes from the work we’ve been doing.
Whilst the spot you are about to see comes from the new core idea, it’s not the core ad … infact it’s role is rather different to what we had originally envisaged.
Initially it’s purpose was to act as a sort-of bridge to the bigger, more pragmatic repositioning … however with so many things now ‘up in the air’, it has been decided that it should be put out while the other issues attempt to be ‘fixed’.
Without doubt this spot will mean much, much more if you’re an Aussie [mainly because the ‘piece’ that is being played has been religiously attached to the brand for over 40 years] … however when I tell you that the people ‘performing’ are the real members of the Melbourne Philharmonic Orchestra … they took a month to learn, practice and rehearse the piece and there are absolutely NO CAMERA or SOUND tricks in the whole film, then maybe the none-Aussies out there will tip their hats in approval.
Please know this is not a piece of communication to shift product … it’s a piece of communication to help shift the brands perception, whilst still being true to the values of its past.
[FYI: The brand has become a sort-of ‘yobs beer’ so I’m sure you’ll agree this is a rather major shift – however it’s still not as big as the one we were proposing!]
Whilst it might not sound it, I really do think its a great spot and I am very proud of everyone who helped contribute to its creation,
Sure I wish I could of shown it to you as part of the overall campaign but I can’t and when you consider we’ve still come up with a really interesting spot that stands on its own two feet and is waaaaaay different to the category norms, then I realise I should shut the fuck up and enjoy the moment. 🙂
With all that in mind, it gives me great, great pleasure to introduce you to a bunch of guys who truly deserve a badge of honour.
[And that includes everyone who worked on the spot!]