By Ian Neubauer
Capitalising on newly added video capabilities, TheShout brings you the first ever television commercial for James Boag’s Draught by Lion Nathan.
Produced in partnership with Publicis Mojo, the TVC sees characters dunk a wide range of objects into the water and receive improved and somewhat surprising versions in return.
“Tasmania is a highly emotive place, it conjures up imagery unlike any other area of Australia, and is viewed as pure, mystical and other-worldly,” said Lion Nathan premium category director, Arno Lenior.
“We loved the idea of the waters of Tasmania making things ‘better’ and having magical powers, and as a result this campaign unveils one of the many secret ingredients we use to make Boag’s Draught such a great tasting beer.”
The TVC follows on from Boag’s ‘Fresh from Tasmanian Waters’ campaign, which also played on Tasmania’s association with purity and goodness.
The TVC will be aired nationally from Sunday (Feb 22). It will be supported by a range of print and outdoor executions and a consumer website.