MOJO LAUNCHES BOAG'S DRAUGHT CAMPAIGN

At last, finally, thank god.......a Tasmanian beer has had the good sense to do a campaign based on the purity [magic] of Tasmanian water. Brilliantly executed [the transitions are seamless], nicely written. Needless to say, I love it.

I love this and wish I'd directed it.

Top work.

Lovely stuff

Good to see someone is not stuck doing shit to start the year. Excellent. Really great stuff. Love it.

Awesome stuff.

I'm now too scared to drink it.

Seriously, in a market so lacking in anything remotely resembling good work, this stands out.

Good effects. Nice music. Some cool little details.

I thought the footage of the narrator's dad was a bit goofy.

Otherwise, very well done.

Fantastic. The best thing I've seen in a while. Finally a good ad to discuss on this blog.

Awesome. Hands down the best beer ad I've seen out of Australia in ages.

I like it too.

But can't help seeing the pisstakes. Baby goes in normal, comes out with 6 fingers.

it's fkn excellent. great work.

I like it. nice one Grant.

super sweet. well done mojo.

Well done. Would love it on my reel.

very nice, well crafted and a lovely tone of voice.
maturity in advertising, who'd have thought.

That's fucking good work. It's rare for a whimsical 60second spot to NOT bore you shitless halfway through. It's engaging without being self-indulgent. I like it lots.

And, fuck me sideways, it actually says something about the product. The water it's made from is really really good.

Love the dude pushing his G/F into the water, and the giant teddy bear on the roof of the car. Nice touches.

Best beer ad I've seen in aaaages.

Nice to see you guys are doing what's right for your brand, and not just trying to be the next 'big ad'.
Understated and funny.
Well done guys.

I love it. Absolutely brilliant.

Great work! Excellent producing Jazzy! Wish I did it........... Love Sacha.

really nice idea. i sense some BBH spit and polish here?

Absolutely lovely.

Is this the brand that was previously advertised with the green pipeline campaign?(which I thought was a very good idea.)

This ad is truely fuckin awesome. Spot on and is an insight to beers that come from tasmania. no one bloody knows why tasmanian beer is so damn good and this is says it in the most entertaining way possible. LOVE IT LOVE IT LOVE IT!

Love it. Absolutely love it. Pity it's wasted on a shit beer!

Beautifully put together.

But a question for the assembled brains trust:

How does it say purity, if, indeed, that is what it's trying to say?

This is an outstanding ad. Outstanding. Well-fucking-done...

I wish i could dip my own ads in this water so they could turn out as good as this

brilliant. well done guys.

Well Bloody done, piss funny, pardon the pun

The last shot with the lightsaber is genius. The music is brilliant too. Everyone from the agency through to the various stages of production did such a good job. Beats the bejesus out of the 'Who is James Boags?" bollocks we've had to endure for years. Rock on Austin.

Oh come on guys- you can post as many positive comments about your ad as you like, it won't change the fact that it's just not that good.
Insight- the water makes things better- even the CD admitted it was hardly original.
Creative idea- we dip things in water and they become...better.
Gee, how surprising.

it's refreshing to see that a killer idea is being handled with a suitably simple execution. nothing flashy, nothing OTT - just simple, efficent and clever filmmaking.

well done to all.

i'm going to dip my dick in the water next time i'm there

5:14, if you dip your dick in the water, on the premise of the campaign it might come out as a lady's slippery bits.

Is that what you had in mind?

Yeah, I thought it was great.

When I saw the bike to motorbike thing, it gave me a feeling I was in for something really good.

Nice work. I think they owed the industry something half-decent after the Natural Beer fart ads campaign.

Can somene not involved with this piece of crap please post a comment.

I agree, last shot with light sabre is wonderful.

C'mon people I much prefer the black and white 'who is James Boags?' ads. They were, well, just, urm.....hmmm

I like it. But can some people please where tongue protection if you're going to protrude the nether regions in a public forum.

Every now and then it's nice to deliver something straight and simple without trying to push the creative boundary and just tell a nice story. Something we should all try from time to time. Actually, I'm surprised Micah would write such a straight ad...nice work.

Unanimous praise. Tough thing to pull off on this blog... Great work.

Creatively brilliant- no doubt.

Very brave to move away from the very successful and slinky " Who is " campaign.
Owning mysterious and sexy in the beer category was genius.

I just hope it sells beer.

loving the track
loving the sabre

overall - brilliant

I disagree 9:58. 'Owning mysterious and sexy' for a Tasmanian beer wasn't genius it was silly. 'Who's James Boag?' is an advertising property born out of an ad agency. 'Pure waters' is a truth born straight out of the product. The result is Boag's now has an advertising campaign that does the product justice.

Best beer ad locally since Big Ad I reckon. Congratulations, very envious.

9:58pm,
"Who is James Boag?" ..... who the fuck cares!?
What's so mysterious about a beer?
This ad is hands down the best ad i've seen from Australia this year.
Well done Mojo, well done Steve Rogers.

8.46PM, when you say that you're surprised Micah would write such a straight ad, surely you meant that to say that "If Micah wrote such a straight ad I'd be surprised, but as someone else actually wrote the ad, I guess I'm not really that surprised at all."

Credit where it's due.

I worked on beer ads a few years back for a competitor of Boags. We threw everything at that particular client - literally 30 concepts that would have made award judges at least stop and think. They rejected everything and then ditched the agency shortly thereafter. This ad, which I genuinely think is very nice, just shows how much clients have to gain from trusting their agencies to deliver them something worth associating with their brand. Sure, you can debate this TVC at the margins but it is definitely something beneficial for the brand and a platform for continued good work into the future. In my case, I have seen my former client put out two or three spurts of crap in the years since, getting more and more embarrassing in the process. You could say I have watched their fortunes Cascade down hill. What a missed opportunity by them and one grabbed with both hands in this case. Well done.

Brilliant. Brilliant. Well done Grant, you were always a fookin genius.

Is that how Tasmanians got there six fingers?

I really like this ad, except for the light saber gag, for me it spoils it a little. Just my opinion.

Is that how Tasmanians get their six fingers?

Absolutely brilliant. Congrats to all involved. Love your work Grant.

James G B.

Love it because its great AND because it proves that sometimes an intelligent and beautiful television commercial IS all you need.

A quick not to the website devs,

When posting an ad on youtube for your website, it kinda sucks when youtube throws up skytroop and flashbeer straight after, a competitor.

It's like you put the ad on youtube, and it found something better...

Fantastic!

6.35 - Please illuminate us as to why this is a piece of crap? Jeez, what arrogant doucherie.

So what if the ad's brilliant? The beer still tastes like swill.

I'd like to put my reel in there and for this spot to appear in it.
Well done

What a great shame that more ads of this quality aren't regularly featured on this blog. For fucks sake. We all come up with them all the time (no disrespect intended to Mojo) and we undoubtedly pursue them with determination and enthusiasm. For some reason between the suits and the clients they always seem to end up buried deep in my hard drive as almosts and if-onlys!

Like the Big Ad, I hope it shames more brands into doing better work and that there are suitably talented and motivated creatives ready to pounce. I know I am.

You get jaded with this industry every now and then. Then an ad like this comes your way and you think, "Hey, it ain't all that bad. There is life in the old duck still".

Shhhhhhhits on anything else in the category.

I gather 5.13 was responsible for the latest Crownie ad?

Spare me your pain 12:55.

Quote: 'For some reason between the suits and the clients they [great ideas] always seem to end up buried deep in my hard drive as almosts and if-onlys'.

Here's a suggestion: take responsibility for your own work.

It's charming and funny. Just like Steve.

5:13pm is a fuck head

Mark my words 'this ad will not pick at any interantional show'. Wake up people.

Dip this ad in the water and it would stiil be shit

...well that proves it... The shit sinks to the bottom of the blog. Personally I think the ad is great. Simple idea, brillliantly executed. Well done mojo. Ignore the bitter 'creatives' who blame bad fortune for their lack of talent and claim to know what will do well at internationall awards when in reality no jury would ever ask their opinion

for a bunch of advertising professionals, it surprises me that no one knows the 'who is' campaign is for a different variant from boags

this is an awesome spot

This is the best ad I've seen in years, not just in the beer category.
The Mojo / Revolver partnership works its genius once again.
Anyone who disagrees should go and find job in a different industry.

That's hilarious.

Its a dry old time when everyone loves this ad......is empty, and I feel tired after I watched it. It looks like loads of other commercials and is more wall paper to ad to the world. Feels like all the comments are made from friends and family and leaves you....well empty again, as this is a fake gage or real opinion.

I love "the mojo/revolver partnership work is genius...blah blah" Freak out, creepy ad man, you'll keep your job for another 6 months.

Lion Nathan should be praised. They are in my opinion consistently doing world class ideas. My only problem with this spot (onlike other ideas from LN) is that it feels like a nice one off. Maybe thats a good thing?!

10:45. As if anyone, ad pro or not would know the difference.

6.:30 - you miss the point, as you say yourself "everybody likes it" - end of story. It's obvious you've done nothing to compare to it in quality (if your spelling's anything to go by) so keep your bitterness to yourself. Then maybe you won't feel so tired and empty all the time.

That said, I do think the mojo/revolver partnership comment was stupid

awesome spot. Really good idea well done

Do people post things on here wanting to hear honest comments from other agencies or their own?

It's ok. Seen better.

Thanks.

Ok 10:37, let say you have seen better.

1st. Examples?
2nd. What ads have you made yourself?

I ask these things because their are always plenty of opinions, but there are very few good ads out there and of the ones that are great, not many are Australian. I actually think you need to have made at least one great ad before are qualified to comment on what is actually good.

By campaign brief's reckoning their are something like a 1000 creatives in Australia and they'd be about four great ads every year. So there's a lot of loud mouths with a lot of opinions and not a lot of ability.

Or is it all the client's fault?

12:56 in the top 20 most awarded campaigns in the world a few years back.

the world.

seen better? priceline.

don't spruik yourself. its bad.

ok, if you two have finally stopped flirting... i guess we'll have to wait and see what happens at cannes etc. this is getting boring.

i'm off for a spruik

3.30 - it's obviously not 'bad' is it?
with taste like yours i'm not surprised your success was a few years back

This is great!, now some real feelings are coming out. No more "OMG this is the most amazing commercial ever"....a few negative comments and the loyal mojoians defend their average work. Go you angry beasts, go pies!

those loyal mojoians have just infiltrated Shots too

http://www.shots.net/video_detail_css.asp?id=43655#anch_top

they must be stopped

Mike S, I said it's ok. And when you compare it to the international standard of work, that's all it is.We should be aiming for a local industry where this stuff passes for 'ok'.

There's no massive 'OMG' insight.

The thing that annoys me is the amount of comments coming straight out of the agency so when they enter it into an award they can say 'received loads of positive press on well renowned Australian news sites like Campaign Brief.'

It's a genuinely OK ad and well done for raising the bar Mike S. You deserve a beer.

I saw the latest American Dad last week.Now that was hilarious.

btw cascades done the pure tasmanian water thing for years, just not the mutating inbred water angle.

a lovely piece of film that brings the 'water proposition' to life.

entertaining and imaginative.

well done to all.

really nice chilled out tone of voice. feels quite unusual for that.
loads more going on when you watch it over again too

really nice

Disagree 10:03. There is an OMG insight - and its the purity of Tasmanian water. The OMG comment should've been aimed at the agencies and clients who've ignored that obvious and relevant insight for years.

It turned out alright. The idea has merit. The cinematography is lovely. A few more surprises and it might have been a real treat. This confessedly jaded reviewer couldn't manage a smile, but many will find it charming enough.
RATING: * * * '
3 1/2 stars

10:23, Check out Cascades old work.

Yes, Cascade did water purity for years. They just did it really badly. Cue the Tasmanian Tiger loping over to a pristine stream in a Tasmanian fern gully. Watch as this scene magically transforms itself into the label. Change the channel a third of the way through.

Insights are important, but if you don't communicate them in an interesting way, they're ultimately worthless.

Nice and safe- predictable work.

So I'm confused... this ad is saying nothing new?

10:23. Exactly which Cascade work celebrated the purity of Tasmanian water? I remember seeing Tassie Tigers peeping thru the scrub, but that's about it. Could you post an example.

don't have time to trawl the net but here's one of them: http://www.youtube.com/watch?v=TScCr43hE4w&feature=related

not saying it's great, but pure tasmanian water isn't a world first.

Someone's taken the idea a stage further and asked, "What would happen if you put a bottle of Boags in the special waters?"
Like their thinking. Cheeky.
http://startupblog.wordpress.com/2009/04/07/guinness-does-james-boag/