Pure Blonde Dove Love

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.

Pure Blonde Dove Love commercial


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.

Click on the image below to play the video in YouTube (HD)

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.

Credits

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.

Filming was shot by director Steve Ayson via The Sweet Shop with producer Cindy Kavanagh, director of photography Ian McCarroll and designer Peter Marshall.

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.

Editor was Jack Hutchings at The Butchery. Special effects were produced at Digital Pictures by Steven Strekovski and Flame artist Eugene Richards.

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.

  • Mark

    What a shocker of an ad! It depicts animal suffering as a subject of humour and injects an act of animal cruelty into the story as well (the bird is kicked off the floating platform). How can any creative director let this one translate into film? Did the agency hand pick their focus groups from some sort of animal haters group? It’s repulsive! I hope they lose the account.

  • tom

    I disagree entirely. Great ad, birds fly into windows all the time so it plays on that idea. When the painter kicks it off it plays a great balance to the loving and caring the man gives it. How you can say this ad has a theme of animal cruelty…ridiculous.