At the end of last year, Heineken-owned Foster's TV-led campaign was commended by the judging panel of the IPA Effectiveness Awards for restoring the struggling brand to market leadership, with the activity credited with generating £32 in revenue for every £1 spent on advertising.
The ads featured Australian comedy duo Brad and Dan as agony uncles who advise men on their relationship problems, in typical tongue-in-cheek Aussie style.
The work drove nearly 70% of Foster’s sales growth in the three years to September 2013.
Awards judge Lorna Hawtin, TBWA\Manchester’s disruption director, said at the time: "The Grand Prix-winning Foster’s campaign is a real fight back story with a happy ending.
"The scale of effect versus competitors and the particular contribution of insight-led creativity to this brand’s obvious resurgence are truly impressive."
This 18-minute mini-documentary features interviews with Hawtin; Lynsey Hurst, Foster's marketing manager at Heineken; Ben Priest, chief creative officer, and Toby Harrison, planning partner at Adam & Eve/DDB; and Tony Regan, co-founder of Brand Performance and one of the IPA Awards judges.
The talking heads chart Foster's 128-year history, from its birth in 19th century Australia; its famous Paul Hogan ads of the 1980s; through to its struggles in the 21st century against a backdrop of recession and changing drinking habits; and its subsequent ad-fuelled rejuvenation to become market leader.
Priest talks about how the idea for Aussie agony uncles Brad and Dan occurred to him on the train back to Sussex ("I thought: 'I can't write this, I'm 42'"), how the campaign's first shoot led him to think his career was over, and how the campaign came to achieve the highest-ever estimated revenue return of any beer campaign in the 34-year history of the IPA Effectiveness Awards.