Pure Blonde ‘Dove Love’ to debut tonight
Clemenger BBDO Melbourne will launch the latest Pure Blonde TV campaign, ‘Dove Love’, during the AFL preliminary final tonight.
Following on from the award-winning ‘Brewtopia’ campaign, the agency wanted to find a new and interesting way to connect the audience to all the imagery and iconography, but still be able to surprise and snap them back to reality.
James McGrath, executive creative director of Clemenger BBDO Melbourne, says Dove Love creates the all-important next instalment of the Pure Blonde mythology.
“As always, it required the perfect balance between the purity, the mystery and the perfection of ‘Brewtopia’, colliding head-on with the cynicism of our somewhat grubby and pragmatic world,” McGrath said.
This time, that balance comes via the caring nature of the guy who looks after the dove – showing a small glimmer of hope that there’s still some good in all of us – before the dove flies straight into a brick wall.
And, with a final ironic touch, we realise the dove is destined to be caught in a vicious circle, never to return home to that place, which is still much more pure than yours.
The starring dove role was shared by five white Turtle Doves and in the flying scenes 40 white homing pigeons were used. The animal crew was rounded out by a few white swans, a couple of white horses and even a white peacock.
Complementing the new commercial will be summer music sponsorships and the launch of The Pond Pop-up Bar and Restaurant in Sydney.
CREDITS
Agency
Executive Creative Director: James McGrath
Creative Director: Emma Hill and Josh Robbins
Copywriter: Emma Hill
Art Director : Josh Robbins
Agency Producer – TV: Sonia von Bibra
Account Management: Paul McMillan – Group Account Director
Phil Baker – Account Director
Strategic Planner: Paul Rees Jones
Client
Peter Sinclair – Marketing Director, CUB
Ben Summons – Group Marketing Manager Premium and
Craft Beer, CUB
Craig Maclean – Senior Brand Manager Pure Blonde, CUB
Production
Director: Steve Ayson
Producer: Cindy Kavanagh
Production Company: The Sweet Shop
Designer: Peter Marshall
DoP/Cinematographer: Ian McCarroll
Editor: Jack Hutchings @ The Butchery
Post Production Company: Digital Pictures
Sound Designer/Engineer: Paul LeCouter @ Flagstaff
Sound House: Flagstaff
Music Composer/Arranger: Cornel Wilczzek
Music Track & Artist: Homeward Bound (re-record) Cornel Wilczzek
Music Production Company: Karl Richter Level Two Music
Special/Visual Effects: Eugene Richards Digital Pictures Steven Strekovski
Flame Artist: Eugene Richards Digital Pictures
31 Comments
Best beer ad of the year. Well done to Clems and Steve Ayson – world class.
A great performance from Miles – well done mate.
And the story kinda reminds me of this short film by Edwin McGill and Kasimir Burgess – BOOTH STORY – http://www.youtube.com/watch?v=sjkLLuwLhHg
love it
I love this ad so much!
I nearly cry a little every time I watch it.
It’s just so heart warming
great execution of a great script.
Great work guys. Love it.
very nice, well done all.
now back to this fucking pitch I’m working on this weekend.
I was watching my extended family watching this ad. I call it ad voyeurism. They all burst out laughing at the right moment.
Well done.
Jealous professionally but content with my broader life beyond the industry.
super solid all round. great followup to the first one, awesome.
I’m jealous
Another Ayson gem. Clean execution. Nice VFX. Digital Pictures have really lifted their game on this one. Nice work Eugene!!
lovely story.
Saw this and nearly wet myself. Unfortunately my old man actually did.
I hate you guys, next time put a warning up so I can get the bucket & hose ready.
Really good stuff.
Best ad this year by the length of the straight.
Josh is back??
Lovely work. Nice job you lot.
Made me piss myself laughing.
When it first come on the tele I was ‘Wow… what a beautiful lovely story… What a great ad… Is this an ad or part of a film? Wow…’ I think I must have seen the minute long version..
Then the punchline. Very unexpected, even tho I saw, knew and loved the previous execution in this campaign, straight out of nowhere. A reprise that’s not just in there for the sake of having one.
This should win big with consumers, it’s heartfelt, touching, and then bang, belly laugh.
Well done, you should all buy yourselves a round of Peroni to celebrate. And once again, James has outshone himself – clearly the best ECD in Australia.
Love it. love it.
Great creative, brave client. Brilliant.
Genius! And better than the first (which is a first). Cunts.
My god, that just roundhouse kicks every other commercial I’ve seen this year. Best directing I’ve seen in a long time, and has a genuine warmth and humanity in the acting. Just brilliant.
Some times, taking the piss takes the cake.
But rarely.
This is one of those occasions.
Warning to all would be take-the piss-copycats.
It ain’t easy.
You gotta have a brain like Emma.
Twisted … in a kind way.
I like the the Art Garfunkle look alike. Connects to the sound track.
12.07… Thanks for the warning God almighty.
Nicely directed and cinematography great, post is ok nothing flashy seems standard. Flame artist Eugene, gotten rid of the smoke down there finally?
all round good work.
x1x.
I love Steve Ayson’s work. He has such a lovely touch.
Hey 10.42 … climb down.
One of the “best commercials” funny and still remember the product. Great Job.
First advertisement to make me laugh out loud in a couple of years
brilliant spot. that sinclair / mcgrath client / agency combination is lethal.
i’m so jealous – congrats to all involved
If cruelty to animals is seen as ‘fun’, then this world is more fucked than I thought.
The advertisement is deeply disturbing.
It depicts animal suffering as the subject of humour and caps it off with an act of violence towards an injured animal (act of kicking the bird off a floating platform). I have formally complained and the matter is being considered by ABAC. I have also written to the CEO and Chairman of Fosters. I would not be proud to be associated with this advertisement in any way.
Cheers,
Mark