Dan Murphy’s has a look at the man behind the brand in its latest TV campaign via Red Jelly
After Dan Murphy’s’ exciting return to the brand’s first home in Prahran Arcade just a few months ago, the liquor retailer is launching its latest TVC via Red Jelly, which tells customers the story of the man behind the brand.
Despite his face adorning Dan Murphy’s stores across the country, most customers outside of Melbourne are unaware that Dan Murphy was a real person. The name behind Australia’s largest liquor retailer was the man who founded the company 64 years ago from a cellar on Chapel Street, Prahran, bringing his vision of offering Australians the lowest price and biggest range in liquor to life.
The 30″ and 60″ spots demonstrate the meaning of a handshake, as Dan Murphy takes his lowest price guarantee promise through decades of retailing.
Says Yolanda Uys, head of marketing, Dan Murphy’s: “Telling an authentic Australian story and bringing what the brand promise means to life, is a special moment in our brand journey. Tapping into the promise and showcasing how that has stayed unchanged through the ages was one of our key objectives.”
The TVC will go live first in Tasmania on Friday 4 November, coinciding with the first Dan Murphy’s store opening on the Apple Isle in Launceston. The TV spot will then roll out nationwide from Sunday 6 November. The TVC will be carried for six weeks across channels seven, ten, nine and SBS throughout metro Sydney, Melbourne, Adelaide, Brisbane and Perth, as well as being shown state-wide across New South Wales, Queensland, Victoria and Tasmania.
Says Justine Bridgland, managing director, Red Jelly: “Our partnership with Dan Murphy’s marketing team has spanned more than a decade – bringing the story of Dan Murphy to life has been a labour of love for all of us.”
The TVCs come at a time when consumers are looking for greater authenticity and substance from the brands they love. Dan Murphy’s takes its customers on a ‘side walk road trip’ through the ages, following Dan Murphy and showing that while the liquor chain has expanded and changed over the years, the promise on which the company was built on has remained the same.
Client – Dan Murphy’s
Creative – Red Jelly
Account Director – Justine Bridgland, Red Jelly
Copywriter – Peter Choraziak and Ian Bear, Red Jelly
Art Director – Ian Bear, Red Jelly
Director – Christopher Tovo
Production Company – Guilty Content
Executive Producer – Jason Byrne
Producer – Nadine Rowell, Red Jelly and Darren McFarlane, Guilty Content
Editor – Manimal Post and Pixel Melbourne
Media Agency – Carat
PR Agency – Liquid Ideas
9 Comments
I think Ian Bear is doing more than the Credits suggest.
Interestingly, Dan Murphy managed to build his business in Victoria by illegallly avoiding Sales Tax… that’s how he kept his prices down. Look it up.
Dan knocked this out of the park. Give the man the big job.
Nice work.
The 90s faxed. They want their continuous tracking shot slash walk through time idea back. Minus the bodgy edit points and soporific VO.
Seriously though, is this hackneyed approach going to cut through to a national audience? Will anyone actually care about Dan’s legendary handshake? Why is everyone giving him a congratulatory wink and a nod, like he just got laid?
I don’t care if Dan got laid. The handshake equals integrity story fails to land when you’re a national brand with hundreds of big box stores. It’s not your local baker. It’s big box retail, and this nostalgic trip makes the brand look out of touch.
So right, you must be so famous @copydesk
@Amen
You know it. But enough about me. Let’s stick to the work. Of course the spot represents work. Hundreds of hours of it, probably. So some credit is due; props for getting it up, and getting it made. That in itself is an achievement, especially with a large corporate client. My opinion is that as a concept it’s a old-hat and off brand. And last time I googled, you don’t need to be famous to have an opinion.
Who googles, ‘do you have to be famous to have an opinion’? In fairness though, I have googled some pretty random shit in my time.
@Gordon
https://www.google.com.au/#q=some+pretty+random+shit+in+my+time