IT PAYS TO BE LOCAL - UNLESS YOU'RE AN ADELAIDE AD AGENCY

Iconic South Australian beer brand, West End Draught, will launch the next instalment of its “It pays to be local” campaign this Sunday 11 February. Created for Lion Nathan via BMF Sydney, the 45 second TVC continues to focus on the pride South Australian’s have for their lifestyle and their local beer and, in particular, how keen they are to keep it all to themselves.
“The last TVC, which launched in 2005, was one of the most loved TVCs ever created for West End Draught, so of course we’re very excited to release the next instalment,” said Andrew Coates, Marketing Manager for West End Draught.
The TVC focuses on highlighting the great South Australian lifestyle through a comparison to, and light-hearted send-up of, the ‘grim’ Victorian experience.
Warren Brown, Executive Creative Director, BMF said: “Putting the boot into a neighbouring state seems perfectly okay when you understand how special West End Draught is to South Australians. South Australians presenting their state in a less than favourable light to keep the Vics away from their beer has created a highly unusual and entertaining ad for West End Draught.”
West End Draught is South Australia’s Number 1 beer with close to one in every three beers sold being a West End Draught.

Creative Director: Warren Brown
Art Director: Grant Booker
Copy Writer: Benn Sutton
Account Management: Lisa Ramsey, Karen Martin
Director: Tony Rogers
Production Company: Renegade
Media Planning and Buying: Optimedia
Client: Lion Nathan