Pure Blonde Pardon

Fosters has launched “Pardon”, a new television commercial in the Pure Blonde Brewtopia series, featuring this guy, that guy, this hot chick and Colin the Pegasus. The ad follows on from Brewtopia (2006) and Dove Love (2009) with two wide-eyed blokes embarking, map in hand, on an adventure through the picturesque land of Brewtopia, the ultimate destination for beer lovers. After a long and treacherous journey the guys arrive at their destination where they enjoy a well deserved cold Pure Blonde and things seem to be going nicely until one small faux pas sets off a rather unexpected chain of events. Brewtopia is so much purer than our impure world.

Pure Blonde Pardon commercial

Click on the image below to play the video.

According to Richard Oppy, Group Marketing Manager for Pure Blonde, the latest TVC remains true to Pure Blonde’s legacy of doing things differently.

“When Pure Blonde launched six years ago and pioneered the low carb beer category it was a genuine game changer in many ways. This new TVC heroes two blokes on a classic adventure and features the irreverent Pure Blonde humour that the brand has become known for. This commercial has serious scale in terms of both look and feel and special effects. In fact, it took seven weeks of editing, post production and creating the music sound mix to get to this point and we’re thrilled with the final result, a TVC that feels epic and signals a big summer ahead for the brand.”

The launch of the TVC (including 30/60/90 second executions) comes just a fortnight after Pure Blonde unveiled its new Pure Blonde White Lager, a lower carb wheat beer – the first of its kind in Australia. The brand is also set to embark on a series of major music festival activations in a national campaign to strengthen Pure Blonde’s dominance as the country’s number one low carb beer.


The Pardon campaign was developed at Clemenger BBDO, Melbourne, by creative chairman James McGrath, executive creative director Ant Keogh, creative directors Josh Robbins and Emma Hill, art director Anthony Phillips, planning and insights director Paul Rees Jones, senior strategy planner Michael Derepas, director of client service Paul McMillan, group account director Glenn Maddocks, account director Brett Williams, account manager Robbie Coleman, executive producer Sonia von Bibra, working Fosters Group head of marketing Peter Sinclair, group marketing manager RIchard Oppy, senior brand manager Beau Boundy, assistant brand manager Danielle Lynch.

Filming was shot by director Paul Middleditch via Plaza Films, with executive producer Peter Masterton, director of photography Daniel Ardilley, production designer Annie Beauchamp. Editor was Peter Whitmore at The Editors.

Post Production/Special Effects were produced at Fuel VFX by lead Flame artist/on-set VFX supervisor Angus Wilson, VFX supervisor Simon Maddison, 3D supervisor Chris Horvath, 3D lead Mike Bain, 2D supervisor Sam Cole, 2D lead Tim Walker, VFX executive producer Celia Nicholas, VFX producer Erica Ford.

Music was composed by Ramesh Sathiah at Song Zu Sydney with producer Virginia Welsh. Sound was mixed at Nylon Studios by sound designer Simon Lister and producer Karla Henwood.