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
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
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.