Boags Back In The Water

James Boag’s in Tasmania takes us back in time to witness the pure, mystical and other-worldly effect of the Pure Waters, in two television commercials recently aired in Australia. In “Glassblowing” a visitor to the Cradle Mountain region discovers the magic of Boag’s Premium. In “Russell Falls” a group of men send barrels down the Gordon river in the Mount Field national park, with one of their number daring to ride the waterfall within for the sake of a Boag’s Draught.

James Boag's Glassblower

Click on the image below to play the Boag’s Glassblowers video.

Click on the image below to play the Russells Falls video.

The Pure Waters campaign was first launched in February 2009 with a television commercial, online material and print advertising (Melbourne Cup and more). The campaign was extended later in 2009 with “Pure Island“.

The Draught campaign includes an interactive site on which visitors get to meet the locals and have a go themselves at the art of dunking.

Boags Draught site

Boags Draught site

Boags Draught site

Boags Draught site

Ralph Simpson, Lion Nathan’s premium brand director, said: “The Pure Waters creative has endured because of the simple, powerful truth of the original insight – that from better water comes better beer. That original insight remains the same today and has been leveraged across multiple touch-points over the years – to the point where it has gathered such momentum in the market that it casts a halo effect across the entire Boag’s portfolio. Tasmania is a highly emotive place; it conjures up imagery unlike any other area of Australia, and is viewed as pure, mystical and other-worldly. Through Pure Waters we have been able to capture that image and bring our Tassie provenance to life in an engaging way.”


The Boag’s campaign was developed at Publicis Mojo, Sydney, by executive creative director Micah Walker, Premium creative team Ruth Bellotti and Justine Armour, Draught creative team Pim Van Nunen and Ian Williamson, agency producer Anna Richmond, commercial director Lois Donaldson, planner Nicole Milward, account director Simon Ludowyke.

Filming was shot by director Steve Rogers via Revolver, Sydney, with executive producer Michael Ritchie, producer Pip Smart and director of photography Simon Duggan.

Editor was Alexandre de Francesci at Guillotine, Sydney. Post production was done at Fin Design & Effects, Sydney.

Music was composed by Elliott Wheeler at Turning Studios, Sydney. Sound was designed by Simon Lister at Nylon Studios, Sydney, and mixed by Sam Petty.

Production designer was Chris Kennedy. Costume was produced by Margot Wilson.

The Draught site was designed by Holler Sydney.