XXXX Gold set to launch new ‘Take in the Gold’ campaign via Host Sydney this Sunday
Lion’s biggest beer brand, XXXX Gold, is set to launch a brand new advertising campaign on Sunday via Sydney agency Host, called ‘Take in the Gold’, which aims to inspire Australians to get the most out of the simple things in life – such as time spent with family and friends under the Australian sun all the while enjoying a XXXX Gold.
Set to the iconic track, Mannish Boy, by Muddy Waters the TV executions shine the spotlight on the host: the guy that loves going the extra mile to make sure it all comes together – a barbecue, a day out on the boat with friends or the annual camping pilgrimage – all with XXXX Gold helping Australians slow down and enjoy the weekend.
Richard Knight, marketing manager for XXXX Gold, says that the new campaign signifies the next chapter for XXXX Gold.
Says Knight: “We’ve always been about making the most of the great Australian outdoors with friends and family. This means different things to different people so our intention is to capture all of those special moments that happen every weekend, right across the country. We wanted to create reminders of how rewarding it is when we take the time to make the most of these opportunities and to enjoy the famous Australian outdoor lifestyle.
“XXXX Gold is very much a beer for today and tomorrow. It’s enjoyed by people right across the country and we’ve reflected that in our new campaign.”
This new campaign is a large step forward for XXXX Gold and signals that the brand has aspirations to become more inclusive and truly relevant as an Australian icon for many years to come.
‘Take in the Gold’ will be launching on TV with significant additional marketing investment across out-of-home, Digital, Experiential, PR and Social. The first TVC will appear on Australian screens from Sunday 6th November.
Chris Little, creative director for Host, explains his excitement toward this up-to-date depiction of the iconic Australian brand and beer drinker.
Says Little: “As a Queenslander myself, I was a touch nervous to be involved in the next chapter for XXXX Gold. The beer is an icon in Queensland and Australia, so this campaign is something the team has been thrilled to have been a part of.”
Creative Agency: Host
Production Company: Scoundrel
Production: Cutting Edge
Senior VFX Producer: Lara Allen
Post Production Supervisor: Jonathan Hairman
Production: Studio 20
Production: Song Zu
Ben Slocombe – Marketing Director – Lion
Jack Mesley – Brand Director – Lion
Richard Knight – Marketing Manager – Lion
Chris Allan – Brand Manager – Lion
Kristy Bloomfield – Brand Manager – Lion
Zuzana Stankova – Assistant Brand Manager – Lion
43 Comments
Featuring mannish boy it has some competition to live up to:
http://www.youtube.com/watch?v=GVARfFUUg1Y
Nope.
wow – another beer ad that looks like a beer ad. Using that same actor that has been in every beer ad ever made – and a slew of bundy ads to boot.
I can see why the director took his name off this … or did the agency do that?
Perfect with your cornflakes
That is horrible. Why did you have to dirty a Muddy song?!
Lion strikes again.
Some smart CMO in a few years time will look back on this dark era of beer advertising and fire all the people responsible for it
Lion strikes again.
Let’s hope some smart CMO in a few years time will look back on this dark era of beer advertising and return it to glory.
When someone in the bg pipes up “Well done!” I died a little
Plus the track could not feel more out of place
Utter xxxx! No idea, dated, badly shot, badly written…what a waste of time and money.
It should be a crime to use that majestic music to disguise a really bland beer ad replete with all the cliches (and ubiquitous beardy man).
David Ogilvy said that clients get the advertising they deserve.
Let’s hope they get the results too.
Maybe that’ll learn ’em.
Lion grind your work into something bland and tasteless like their beer
Didn’t they publicly promise not to do this again?…
Literally there is no idea here.
This is just awful. Even in the 90s this would have stunk. Did the client not see the Brewtroleum work and feel a little bit inspired?
No seriously, why would you make this?
Clients, hope you proud.
No creatives, no director on credits. Speaks volumes.
Sighhhhhh
What happened to the great beer ads.
This on the back of the new Bundaberg ad and Great Northern is just sad.
So very boring and bland that others have succinctly pointed out.
No wonder other brands have it easy and are just exploiting this by holding up a mirror to the rubbish being served up.
Long live cider. That crappy sweet liquid that is having a go.
You know it must have been bad when no one from the agency is defending this garbage. I feel sorry for everyone who worked on the pitch and the execution of this. This is bad work by a bad client. Who would want to work with Lion at this stage?
Can I have my set of balls back please? Beer advertising is dead and the agencies responsible should feel ashamed.
I worked on Lion for years. I can honestly say they are good people but awful awful marketers. Zero appreciation for creativity. Not that they don’t like creativity but they just can’t spot it. The same way your dad thinks he’s still cool. The most old school dark ages senior team out there since Marg left. Everything feels like a nestle ad. If anyone is reading from Lion, let your agencies work. Let them push you. This is just sterile. I’ve felt your pain Host. Good luck.
This is bad but it’s no worse than 98% of advertising in NSW at the moment.
It’s no wonder our best and brightest are ditching us for Melbourne, NZ, the States or London. Even brighter ones are getting out of the industry altogether and making a mint with their own startups and consultancies.
The only stuff picking up awards from NSW is gimmicky tech brainfart crap that does absolutely nothing to sell any product. That, or ‘content’ which is only seen by the agency, their mums and award judges.
It’s no wonder clients don’t trust agencies anymore. And for the most part, they probably can do our job better than us – which is to win hearts and sell products.
Radio is terrible. Print doesn’t exist. TV – let’s not even go there. Digi? Once the jury have decided what digi is and what it isn’t, the world has left us behind.
There’s never been a worse pool of juniors in my 25 years in Sydney. No motivation and no ideas – if they can’t find an idea on google, they just expect the CD to pull it all together for them.
And suits – what the fuck do they add? If they’re not trying to rape an idea, they’re buddying up to the client looking for their next job / line of rack. They couldn’t sell shit to a dungbeetle.
So who’s to blame?
Is it the creative’s fault?
Is it the client’s fault?
It’s never the suits fault, we know that.
Is it the new crop of younger management who insist on doing everyone elses job for them?
Is it the fact that real leadership is no longer in the industry?
Is it the fact that training is so undervalued it doesn’t exist anymore?
Is it the money-men who have completely cut every single bit of fat out of the agency leaving absolutely no time for any staff development or growth?
We can say it’s all Lion’s fault for doing bad work but the real truth is:
If a client is bad, it’s the agency’s fault for not training them.
If a junior is bad, it’s the agency’s fault for not training them.
If a suit is bad, it’s the agency’s fault for not training them.
If the work is bad, it’s the agency’s fault for not creating an environment where it can get better.
And:
When there’s no leadership, the crew will all jump ship.
We all need to get better in NSW if we are to survive as an industry. This rubbish can’t continue.
Dear some honesty required here,
All true, but there are also some very average CDs out there; when an agency has no money to give pay rises, they create more CDs – in the big agencies there are dozens of them.
The young set – I couldn’t agree more. And there are very few who inspire creativity in their staff, instead complaining about how they have to ‘do it all them self’ – which is why the juniors are the worst I’ve seen in 25 years.
How can anyone learn if nobody is there to teach them?
Happy happy joy joy. I’m a man who does stuff outside and drinks beer and my mates thinks it’s Hilarious and awesome!
Sure it’s a beer for Queensland bogans but a sliver of humour or irony couldn’t hurt.
But no, that’s it. And it’s shit.
Absolutely bang on. It’s a sad time to be in this game.
But take it easy on the juniors. It’s a tough time to be starting out. They get in to make ads only to find that ‘ad’ is now a dirty word.
As the world watches more and more video, and consumes more and more imagery, we head off in the other direction, making ‘innovations’ and ‘social movements’ that absolutely no one cares about.
We seem to have forgotten simplicity.
And in my experience it’s often the senior creatives championing that “gimmicky tech brainfart crap” as they cling to relevance, and chase the current award trend (which hopefully dies a death soon).
This seems like short sighted thinking. The best brands weren’t built on chasing fads. They were built on consistently good work over time.
Despite all this, I remain positive. When the market demands something, it usually comes about. And surely the market is desperate for good advertising to return.
BMF and Clems Melbourne are probably the only Aussie agencies with a clue.
There have been some good campaigns for this brand over the years but unfortunately this is not one of them.
@11:38
Yes I am easy on the juniors. Maybe a little too much. My point was mainly that with nobody teaching, and everybody telling them what to do instead of how to do it, they’ve become a victim of the system.
‘Ad’ has always been a dirty word, even more-so when I started (early 90s).
To your point, I love all the good people at BMF and they are trying, but they are a pale imitation of where they were last decade. Clem’s Melbourne, I’d agree on that, but also a pale imitation of where they were a short time ago.
Everyone needs to do better or we’ll lose all our talent to the states.
Just to clarify,
While what I said sounds negative, all I’m really asking is for everyone to give themselves a kick up the arse. For everyone’s sake.
It makes our industry better, your life more enriching and TV more watchable.
Over and out,
Some honesty man.
I think the actors in the “ads” seem such wankers.
These are just ads, they will be forgotten next week, when some other “creative” agency will produce more shit.
Let’s keep rolling, while people die in Syria.
Oh Dear. What happened??
This would certainly be the dullest XXXX TVC of all time.
Maybe I’m missing something?
It seems to be talking to the deeply intrinsic insight for beer consumption, sessionable easy, afternoon drinking with friends – and certainly hits the spot. except it’s not a spot at all.
it’s a blight.
And a leap towards killing this once strong and distinctive brand.
Was this a first time out for a young new agency team, or is it a piss take?
Who is the actor in the ad
is this a joke? what the hell were they thinking? I used to love XXXX GOLD ads but this is utter rat droppings. Not funny at all, looks like the PC Police in HR and chicks in corporate affairs made it.
Guys, you forgot to add a creative idea tot he brief
Where was this ad filmed?
Where is the dam scene filmed? It looks great
So please can you answer the two questions above and mine, where is this ad filmed, it should be a tourism ad, stuff the beer, that spot looks awesome! 🙂
Not interested in the most of the comments above, to many experts. What I would like to know is – where is setting for the picnic on the lake?
Rather than symbolize & profile the actions of the “great Australian male”, all I see is a pathetic representation of middle-class bogans flaunting a misguided representation of intended masculinity. Seriously, I wish that goanna would’ve launched himself & sunk his razor-sharp teeth into that smug idiot-bogan’s lips, and as for the wanker with gynecomastia speed-launching his boat, all I can say is, “what a cock-head”.
A bogan ad, promoting mediocrity via an Australian beer…Not exactly something I’d like to identify with.
I’ll stick to the boutique beers, Thanks Lion….