HEINEKEN, the UK’s leading cider and beer business, is launching a new 60 second TV execution for Foster’s, its flagship standard lager, to celebrate the Australian heritage of the brand and honour its 125th anniversary.
Directed by Daniel Kleinman through Rattling Stick, created by Adam & Eve and media planning and buying through MediaVest, the ad will air nationally from February 18.
‘Anticipation’, recreates the moment in Melbourne in 1888 when Ralph and William Foster first introduced the people of Australia to a beer specially brewed for true refreshment.
The ad opens in the searing heat of an Australian summer, with a large gathering of people staring, seemingly transfixed, to the front of a Town Hall building. We see William and Ralph Foster standing alongside the local mayor as they wait nervously hoping to impress him with a refreshing pint of Foster’s. Among the thirsty crowd observing the proceedings, a half-shaven man is clearly intent on witnessing the mayor’s reaction to the revolutionary new lager while a group of men stand outside a bar as a noisy fly buzzes around unappetising glasses of warm ale.
The tension mounts as the mayor slowly raises the glass of Foster’s to his lips and the crowd falls silent as they wait, gripped in the moment, for the mayor’s verdict. As the glass touches the mayor’s lips he savours the refreshment enthusiastically and excitedly proclaims the new lager as a ‘little ripper!”
The ad closes with a shot of refreshing pint of Foster’s underscored by the strap line ‘Foster’s. Good Call since 1888’. Gayle Harrison, Brand Director-Foster’s at HEINEKEN said, “Foster’s Good Call advertising is universally loved by our consumers and levels of consumer engagement, and brand reputation have soared during the campaign. Foster’s 125th anniversary will provide an excellent year-round platform to focus celebrations around the outstanding quality and heritage of the product which make beer drinkers proud to drink Foster’s.”
The new advertising is part of a multi-million pound marketing campaign for the brand which will encompass TV, outdoor, digital and social media and striking new POS materials, packaging and glassware commemorating Foster’s 125th anniversary year.
Creatives: Aidan & Laurent
Creative director: Matt Craigie
Business Director: Tammy Einav
Account Director: Tom White
Production Company: Rattling Stick
Director: Daniel Kleinman
Producer: Johnnie Frankel
Production Manager Georges Setten
Post Production: Framestore
Producer: Heather Kinal
Edit House: Cut & Run
Editor: Eve Ashwell