“Australia. No one does life like us and no one does rum like us.” Bundaberg Rum has become “Unmistakably Ours” in a 90 second TVC that reestablishes where Bundaberg Rum sits among alcohol brands in Australia.
The $20 million campaign (over 18 months), Diageo’s biggest Bundy campaign for a decade, was timed to coincide with the launch of the 2017 NRL Season on March 2 and the brand’s second year of NRL sponsorship. It debuts on air during the first match of the 2017 NRL season on Channel 9. The spot also launches during Sydney Mardi Gras and includes a Mardi Gras scene.
The TVC aligns Bundy with Australia’s enduring values – always being there for your mates, remaining optimistic in the face of adversity and having a crack even when the odds are stacked against you. It stars Aussie actor, Gyton Grantley, with cameo roles from Olympic medalist, Anna Meares, and surfing hero, Julian Wilson, who famously paddled towards a shark in an attempt to save his mate (Mick Fanning) from an attack.
“The words, Aussie pride, come with baggage so we set out to create a campaign to remind Australians of the values that make us truly unique today. Values we should be proud of. All while maintaining the humour that Bundy is famous for,” noted Vince Lagana, joint executive creative director at Leo Burnett Sydney.
Bundaberg Rum marketing manager, Jodi McLeod, commented, “Since 1888 when the Bundaberg Distillery was born, this brand has played a significant role in Australian culture. As an iconic and enduring Australian brand we have always celebrated the Australian spirit but have never articulated this purpose as clearly or with as much pride as we are today.
“Recent brand research highlighted that pride in Australia has dropped to its lowest point in 20 years and so, as Australia’s national drink, we wanted to celebrate the spirit that’s unmistakably ours and elevate the role that Bundy plays in bringing Aussies together. The campaign is a rally-cry to unite all Australians around the best of the Aussie spirit and celebrate everything that makes us and our country brilliantly unique.”
Out of home, TV, in-store and digital activity will use the tagline No-one does rum like us and are designed to celebrate all facets of Australian culture.
As part of Bundy’s sponsorship of the NRL, the campaign will also include off and on-premise below-the-line activity to engage fans across the footy season. The in-store activation will celebrate the sport and encourage fans to Share the Spirit.
Credits:
Agency: Leo Burnett Sydney
Executive creative directors: Vince Lagana & Grant McAloon
Senior copywriters: Michael Dawson & Adam Bodfish
Senior art directors: Ben Alden & Nils Eberhardt
Senior designer: Jason Young
Planning directors: Ross Cameron & Graham Alvarez
Group business director: James Walker-Smith
Business director: Neil Duncan,
Senior broadcast producer: Rachel Devine
Head of print: Adrian Jung
Communications strategist: Linda Tran
Media director: Stuart Capel
PR strategist: Courtney Rule
Publicity director: Liz Hunt
Experience director: Gideon Hornung
Social media strategist: Alexandra Roubine
Content producer: Prudence McKendry
Content creator: Kit Baker
Content writer: Gotham Pillai
Production company: Rabbit Content
Director: Lachlan Dickie
Executive producer: Lucas Jenner
Producer: Marcus Butler
Offline: ARC EDIT
VFX: Blackbird
Music & audio: Song Zu
Casting: Toni Higginbotham
Brand logistics & social content: Prodigious
Photographer: Jamie Macfayden @ Louis & Co
Producer: Will Palmer-Reeves
Retouching: Prodigious
Media: MediaVest
Client: Diageo
Marketing & innovation director: Adam Ballesty,
Marketing manager: Jodi McLeod,
Senior brand manager: Joanna Gibson
Senior insights manager: Clara Lee,
