Foster’s has created a spoof of a German kidnap drama in the latest
commercial aimed at distancing the lager brand from the previous
much-criticised ’tickle it, you wrigglers’ campaign.
The 40-second film, produced by M&C Saatchi, makes its national TV debut
during the film, the Pelican Brief, on Saturday.
It marks the second phase of the ’he who drinks Australian, thinks
Australian’ advertising which has tried to show laid-back Australian
humour transcending national boundaries.
M&C Saatchi has been attempting to bring consistency and focus to
Foster’s advertising, which has had a succession of false starts since
Paul Hogan fronted the campaign in the 80s.
The Scottish Courage brand set out on its new advertising course in May
with commercials that transferred an Australian sense of humour to comic
situations set in Italy, France and Mexico.
The 40-second spot - shot with Geman actors and using English subtitles
- begins in a seemingly high-tension situation as a German tycoon, whose
wife has been kidnapped, waits with the police for her abductors to make
contact by phone.
When they do, he pleads to speak to his wife. But when she comes to the
phone, he only wants to know where she has put his golf clubs.
The film was written by Sue Higgs, art directed by Steve Paskin and
directed by Daniel Kleinman for Spectre.
Nick Hurrell, the M&C Saatchi joint chief executive, said: ’Producing a
long-running campaign is a bit like the music business. The second album
is always the hardest and the true test of a good campaign is being able
to produce good ads the second time around.’