Bartle Bogle Hegarty launches its second Irish commercial for
bottled Murphy’s Irish Stout this week with an off-the-wall, 100-second
epic based on the kitsch 70s TV programme, Kung Fu.
The spot, ’parsnip’, opens on a miserable old oriental man sitting on a
bleak hillside and spinning a parsnip on the ground. Then the action
flashes back to the man in his youth as he fulfils a number of Kung
Fu-style physical and mental challenges.
His last task, set him by six Samurai warriors, is to knock back a
bottle of Murphy’s by picking up the bottle in their trademark style.
Sadly he fails, his bottle crashing spectacularly to the floor.
In the last scene, we return to an image of the broken old man
desperately practising the manoeuvre with his trusty parsnip.
’Parsnip’ was written by Hugh Todd and art directed by Adam Scholes, the
team responsible for the first Murphy’s ad. It was directed by Steve
Reeves through Brave Films and filmed on location in Victoria,
Murphy’s market share of the Irish stout sector is now about 5 per cent,
while the market leader, Guinness, commands about 90 per cent. However,
Murphy’s recently recorded its strongest sales performance and the
brewer’s managing director, Marien Kaakebeeke, has attributed the growth
to BBH’s cult debut Irish ad campaign for the brand. The campaign
featured a group of Japanese Samurai warriors who were shown arriving in
a line at a bar, drinking bottles of Murphy’s and leaving - while a
Guinness drinker drummed his fingers on the bar waiting for his pint to
’Parsnip’ will run head to head with the ’big pint’ drive used by
Guinness in Ireland and created by HHCL and Partners. HHCL repositioned
Guinness in its debut work which featured three wise men pondering ’the
Both campaigns are aimed at 18- to 24-year-olds.