Foster’s blows the froth off beer advertising

Foster’s is sending up the solemn business of beer advertising in ‘The Amber Nectar’, a new campaign from Publicis London that revives its ‘Good Call’ platform.

Directed by Carl Sundemo through MindsEye, the 20-second film serves up cinematic landscapes, dramatic ingredient stories and rather more reverence than a pint probably deserves.

Then the silliness creeps in. A surfer glides straight from sea to sand, a puppet kangaroo appears, and a tattoo muddles “barley” with “Bali”. A laidback Australian voiceover holds it together.

The joke gives ‘Good Call’ a fresh role: celebrating a beer that doesn’t take itself too seriously. Outdoor and print executions feature a cold pint on the beach beneath the line ‘Good on ya tastebuds’.

It follows ‘Love You Cans’, which replaced the brand’s wordmark with affectionate insults to encourage mates to reconnect.

Noël Bunting, chief creative officer at Publicis London, said: “They’re uncomplicated and easy-going but obsessed with refreshment – and they don’t take themselves too seriously.”

Rajeev Sathyeshesh, marketing director at HEINEKEN UK, added: “There are very few brands as comfortable in their own skin as Foster’s.”

The UK campaign runs until December across video, social, print and digital outdoor.

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