Having A Beautiful Brand Moment
I’m loving this Pure Blonde beer ad at the moment. Inspired and inspiring – every now and then an ad rises above the noise to capture my attention and take my breathe away. The current ad for CUB’s Pure Blonde is pressing my buttons at the moment. Drawing inspiration from Baraka – perhaps the most visually potent film of all time – this beer ad introduces a fresh palette of visual language which captures the spirit of the product brand whilst steering a thousand miles clear of the many category cliches. A great reminder that the raw power of beauty can be equally as effective as the ‘big idea’ in brand communications, even-more-so when you combine the two. (watch the clip after the jump…)
Pure Blonde’s General Marketing Manager, Andy Meldrum said “From the outset, the Pure Blonde team felt there was a better approach to making beer which is why today we are committed to delivering a beer to Australians that contains nothing artificial. This year, we wanted to bring to screens that same sense of purity – a fleeting moment in time when things just come together.”
“We kept coming back to that feeling when you are able to let go of everything else around you; with the pace of life getting faster and faster anything that makes you stop, think and feel… That’s a Pure Blonde moment.”
The ad features James Vincent McMorrow’s cover of Steve Winwood’s “Higher Love” complete with a link on Youtube to iTunes where you can purchase the track.
The Youtube platform for the ad also integrates an online dimension to the campaign inviting viewers to share photos of their own Pure Moment for a shot at winning a share of $10,000 cash and seeing their photo featured in an upcoming online ad.
The online version of the ad has been viewed more than 50,000 times alone, suggesting that whilst not in the Gangnam Style category, it’s punching above its weight in building interest in the brand campaign.
The campaign was created by Clemenger BBDO (Melbourne), with production by Revolver and digital production by The Conscience Organisation.