Who is James Boag?

Tasmanian brewer James Boag was responsible for a series of four television commercials released in Australia, “Who is James Boag?”, posted online at www.whoisjamesboag.com between 2004 and 2007. The series continued the sexual tension expressed in the black and white print advertisements photographed by Helmet Newton.

James Boag man


Car Bonnet

A woman wearing a black bikini and large fashion sunglasses climbs up on a Mercedes Benz bonnet to drink her James Boag Premium.

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

Woman on the Building

A woman in black attracts the attention of the man on the level below her with a stocking and a bottle of James Boag Premium.

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

Keyhole

A woman spies on the man in the room next to her, only to discover that he’s got plans for her door.

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

Waiter

James Boag and the woman who pursues him are found at a party in Argentina.

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

Credits

The ‘Who is James Boag’ campaign was developed, first at Y&R, then George Patterson Y&R, Melbourne. The team working on the Waiter ad included creative director Paul Catmur, creative Richard Muntz, Head of TV Romanca Jasinski.

Car Bonnet was shot at Sydney’s Balmoral Beach by Jeffrey Darling, designed by Ross Wallace.

Waiter was filmed on location in Argentina by Mark Molloy via Exit Films, Melbourne, and The Lift, with producer Wilf Sweetland, director of photography Greig Fraser, and editor Rohan Zerna.

Music was produced by Karl Richter at Level Two Music.

James Boag print advertisement

The campaign was inspired by black and white imagery provided by photographer Helmut Newton between 1994 and his death in 2004.

  • Richard Strickleton

    I was wondering how I would get a copy of all the James Boag’s Premium Posters / Photos / Prints?? If you could let me know it would be much appreciated.

    kind regards,

    Richard Strickleton

    • Terry Lyne

      Hiya Richard,
      Its Terry AKA [TV-NET]BulletSponge.
      Drop me a line at chefintheriver@gmail.com

      Later Man.
      Regards,
      Terry.

  • Rik Pumpa

    Would love to get hold of some Boags posters to frame for my bar. In particular the ‘Who Is James Boag’ with all the faces.
    Baogs Premium is the only beer l drink now, love it !

  • Rohan

    i have a la git helmut newton 1975 Who is James Boag’s print just wondering if anyone wants to buy it ?

  • Maria

    Anyone have any Boags posters or frames etc I can buy or do u know where I can buy it?