BARRY DAWSON: A HIT WITH BLOKES AS WELL AS 'THE LADIES'
Cougar’s new ‘Master the Cougar Arts’ ATL campaign, via agence George Patterson Y&R Melbourne, is already a big hit with Australian males and advertising critics alike - the odd CB Blogger excluded. Starring Barry ‘The Cougar’ Dawson, the campaign launched on Friday 8
September 2006 and was awarded the accolade of ‘Best TV Ad of the Week’ on the ‘Best Ads on TV’ website, as judged by the executive Creative Directors of Saatchi & Saatchi New York.
The Master the Cougar Arts campaign builds on the emotional connection between 18-24 year old males and the Cougar brand, utilising self deprecating humour and the retro style tone that has proven popular amongst this audience. The hero of the campaign is
Barry ‘The Cougar’ Dawson – a self proclaimed master of manliness who is slightly but obviously not as smooth as he would have us believe! Barry has even found himself on RSVP.com where he received requests for dates by two lovely ladies!
Master the Cougar Arts is Cougar’s biggest creative campaign since the brand was first made famous with the 2001 “Five Cougars Thanks” campaign via The Campaign Palace, Sydney.
“We are excited about the Master the Cougar Arts campaign,” said Brea Herde, Senior Cougar Brand Manager. “Barry Dawson has proven a hit with our target market. Master the Cougar Arts supports the brand’s position, making no demand of the consumer to
behave or feel differently, but to simply enjoy being who they are.”
Developed by the team at George Patterson Y&R Melbourne, the Master the Cougar Arts includes 2 x 30sec and 2 x 45sec TVC’s, magazine, outdoor, online and in-store elements.
To view the Master the Cougar Arts ads, please visit www.cougararts.com.au.
CD: James McGrath
Writer: Ant Keogh
Art Director: Grant Rutherford
Producer: Romanca Jasinski
Director: Steve Ayson
Producer: Claire Kelly
Production Company: The Sweet Shop
DoP: Greig Fraser
Casting: Kirsty McGregor/Adrian Dentice
Editor: Jack Hutchins
Sound: Level Two Music/Flagstaff Studio