Fosters has produced Dove Love, a new television commercial for Pure Blonde, building on the success of the 2007 Brewtopia commercial. The low carb beer connects the everyday world of Australia with the mythical land in which the beer supposedly finds its origins.
A young man finds a stunned white dove on the street and nurtures it back to life. Finally comes the day when the dove must fly to its freedom in the land of Pure Blonde.
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James McGrath, executive creative director of Clemenger BBDO Melbourne, says Dove Love creates the all-important next instalment of the Pure Blonde mythology.
“As always, it required the perfect balance between the purity, the mystery and the perfection of ‘Brewtopia’, colliding head-on with the cynicism of our somewhat grubby and pragmatic world,” McGrath said. This time, that balance comes via the caring nature of the guy who looks after the dove – showing a small glimmer of hope that there’s still some good in all of us – before the dove flies straight into a brick wall. And, with a final ironic touch, we realise the dove is destined to be caught in a vicious circle, never to return home to that place, which is still much more pure than yours.”
Fosters’ Pure Blonde promotion will also include summer music sponsorships and the launch of The Pond Pop-up Bar and Restaurant in Sydney.
The CUB (Carlton United Breweries) team included marketing director Peter Sinclair, group marketing manager for premium and craft beer Ben Summons, and senior brand manager for Pure Blonde, Craig Maclean.
The Dove Love ad was developed at Clemenger BBDO, Melbourne, by executive creative director James McGrath, creative director/copywriter Emma Hill, copywriter/art director Josh Robbins, agency producer Sonia von Bibra, group account director Paul McMillan, account director Phil Baker, strategic planner Paul Rees Jones.
The starring dove role was shared by five white turtle doves. 40 white homing pigeons were used in the flying scenes. The animal crew was rounded out by a few white swans, two white horses and a white peacock.
Sound was designed by Paul Le Couter at Flagstaff Studios, Melbourne. Music, Homeward Bound”, written by Paul Simon in 1965, was arranged by Cornel Wilczzek at Electric Dreams and licensed by Karl Richter at Level Two Music.