Pure Blonde delivers a ‘River of Blonde’ brand new campaign via Clemenger BBDO, Melbourne

Australia: Pure Blonde, via Clemenger BBDO, Melbourne, released last week its latest TVC, ‘River of Blonde’ – capturing a pure moment and continuing Pure Blonde’s philosophy to deliver the unexpected to Australians.

WATCH THE SPOT

The 60 second spot launches online today; will premiere on TV screens this Sunday 24 March and in cinemas next Thursday 28 March.

The TVC uses James Vincent McMorrow’s mesmerising cover of Steve Winwood’s “Higher Love” as the track for the cinematic movement of people who create a memorable, purely absorbing moment. Opening on an eerily quiet street, a stream of blondes appear seemingly from nowhere to become part of a growing, unstoppable energy that forms a river of blonde pouring through the city. Then almost as soon as they arrive, they are gone. Viewers are again left with the echo of an empty city and the memory of an inspiring and unexpected moment of beauty, a Pure Blonde moment.

Past campaigns have established the Pure Blonde story; it is brewed in a pure way and has origins in a ‘pure place’. This latest campaign for Pure Blonde, according to Ant Keogh, executive creative director, Clemenger BBDO Melbourne, takes ‘Pure’ into a completely new space for the brand, and for the Australian beer category.

Says Keogh: “Research suggested Pure Blonde owned the iconography of blondes from earlier ads so the task was to take this imagery into a more premium space.”

A significant social media component will support the TVC release; Pure Blonde drinkers will be invited to share photos on Facebook that represent their “Pure Blonde” moments. With more than 217,000 Facebook fans and growing, Pure Blonde has the biggest social media presence of any Australian beer. The promotion launches on Facebook and the Pure Blonde website today and the standout images will be selected to help advertise the activity during the campaign, culminating in a crowd sourced video montage using the campaign’s best images.

Says Andy Meldrum, general marketing manager for Pure Blonde: “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.”

A 30 second spot will also air in support across free to air and subscription TV programming; digital and out-of-home support will launch nationally from 25 March. The out-of-home advertising and Pure Blonde packaging will include QR codes that link consumers to a ‘Making of River of Blonde’ video showing exclusive behind the scenes production footage.

Pure Blonde

PR – Liquid Ideas