Foster’s unveils Olympic ad

Sporting achievement gets the ’honorary Australian’ treatment in the latest instalment of M&C Saatchi’s campaign for Foster’s lager.

Sporting achievement gets the ’honorary Australian’ treatment in

the latest instalment of M&C Saatchi’s campaign for Foster’s lager.



The 40-second spot, which breaks during ITV’s coverage of the FA Cup

final on Saturday and runs on terrestrial and satellite channels until

September, makes references to the Foster’s sponsorship of the 2000

Sydney Olympics while poking fun at athletes.



The ad features a cast of 900 extras and opens inside a Russian

athletics stadium with a young man reminiscing. ’It always makes me feel

proud when I am here,’ he intones. ’It’s where my father came.’



Then there is flashback footage of an athlete winning a race. As the

youth announces ’Here he made his world record,’ the camera zooms past

the athlete to focus on a man frantically selling hot dogs to the

crowds.



Next the young man is seen taking up position behind the hot dog stand

and breaking into a cry of, ’Heurt durgs! Get yer heurt durgs!’ The ad

closes with the endline: ’He who drinks Australian, thinks

Australian.’



Scottish Courage hopes that the Olympic sponsorship will give Foster’s a

tool to cut into the near-million barrel sales lead that Carling enjoys

in the UK. ’The ad shows the link between the Olympics and Foster’s

while maintaining the irreverence at the heart of the campaign,’ John

Botia, brands director for lagers at Scottish Courage, said.



The ad was written by Sue Higgs, art directed by Steve Paskin and

directed by Lenny Dorfman for @radical media. Media planning and buying

is by MediaVest.



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