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Pure Blonde: Pure Blonde "Pardon"

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Pure Blonde goes back to Brewtopia in epic new TVC
Sunday 28 November will mark the debut of the new 90 second Pure Blonde commercial hitting TV screens across the nation and the return to a ‘place more pure than yours’.
This latest instalment from Clemenger BBDO, titled Pardon, 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. And in doing so the TVC illustrates the contrast between Brewtopia and our own impure world.
According to Richard Oppy, Group Marketing Manager – 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 idea was created by Emma Hill and Josh Robbins, Creative Directors at Clemenger BBDO, who also created Dove Love. The commercial is directed by Australia's most awarded commercials director, Paul Middleditch, whose previous credits include the multi-award winning Carlton Draught Big Ad, as well as the original Pure Blonde TVC. FUEL VFX did the CGI and special effects.
Emma Hill, Creative Director at Clemenger BBDO Melbourne says of the new campaign: “We wanted to get back to Brewtopia and create a spot that reinforced the idea at the brand’s heart, that Pure Blonde is a pure beer for an impure world. To do that, we travelled to a place that doesn’t exist and then completely destroyed it with a tiny act of innocence.”
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 beer1.
Note: At the 2010 Australian Liquor Industry Awards (ALIA) held in Sydney on Wednesday 20 October 2010, Pure Blonde was named the best Low Carbohydrate beer and was highly commended as the Best Marketed Beer. Pure Blonde Naked was runner up in the Midstrength category.
Credits Other credits

Client : Foster's Group - Pure Blonde

Peter Sinclair - Head of Marketing, CUB Richard Oppy - Group Marketing Manager Beau Boundy - Senior Brand Manager Danielle Lynch - Assistant Brand Manager

Agency: Clemenger BBDO Melbourne

James McGrath - Creative Chairman Ant Keogh - Executive Creative Director Josh Robbins/Emma Hill - Creative Directors Anthony Phillips - Art Director Paul Rees Jones - Planning & insights Director Michael Derepas - Senior Strategy Planner Paul McMillan - Director of Client Service Glenn Maddocks - Group Account Director Brett Williams - Account Director Robbie Coleman - Account Manager Sonia von Bibra - Executive Producer

Production Company: Plaza Films

Paul Middleditch - Director Peter Masterton - Executive Producer Daniel Ardilley ACS - Cinematographer Annie Beauchamp - Production Designer

Offlline editing: The Editors

Peter Whitmore - Editor

Post Production/Special Effects: FuelVFX

Angus Wilson - Lead Flame Artist /On-set VFX Supervisor Simon Maddison - VFX Supervisor Chris Horvath - 3D Supervisor Mike Bain - 3D lead

Sam Cole - 2D Supervisor Tim Walker - 2D Lead Celia Nicholas - VFX Executive Producer Commercials Erica Ford - VFX Producer

Music Composition: Song Zu Sydney

Ramesh Sathiah - Composer Virginia Welsh - Producer

Sound mix: Nylon Studios

Simon Lister - Sound Designer Karla Henwood - Producer

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