M&C creates international theme for Foster’s

Foster’s lager has dropped its much-maligned ’tickle it, you wrigglers’ advertising in favour of a new campaign that transfers idiosyncratic Australian humour to an international stage.

Foster’s lager has dropped its much-maligned ’tickle it, you

wrigglers’ advertising in favour of a new campaign that transfers

idiosyncratic Australian humour to an international stage.



A pair of TV spots and a cinema commercial breaking on 2 May mark the

end of the 18-month association of the Scottish Courage brand with the

Australian comedians, Roy and HG, who were criticised for being

incomprehensible and a consumer turn-off.



Instead, the new work through M&C Saatchi - under the theme, ’he who

drinks Australian, thinks Australian’ - focuses on the universal appeal

of Australian humour.



The ads have been shot with foreign actors and carry English

subtitles.



They attempt to give the brand advertising consistency, which has been

lacking since Paul Hogan fronted its campaign in the 80s, and to

catapult Foster’s above Carling as the leader of the UK standard lager

market by the year 2000.



The campaign will account for pounds 10 million out of a total pounds 25

million earmarked to support the brand during the year, which includes

an increased investment in Grand Prix racing sponsorship.



In one ad, a Mexican priest thinks a peasant who has come to confess a

fling with nymphomaniac twins wants absolution - when he just wants to

boast. In another, a Foster’s drinker has to make a hasty exit to avoid

a confrontation with a Mafia don. In the third, a woman is disappointed

when she thinks a dashing Frenchman is offering to carry her

shopping.



James Lowther, the joint creative director, and Sue Higgs, a copywriter,

wrote the ads, which were art directed by Steve Paskin. They were

directed by Daniel Kleinman for Limelight. Media buying is through

MediaVest.



Nick Hurrell, the agency’s joint chief executive, said: ’This is a

campaign with real backbone and we see it running for a long time.’



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