Monday, May 21, 2007


Tasmanian brewer James Boag has released the next chapter in its ‘Who is James Boag?’ campaign, via agency George Patterson Y&R, Melbourne.
The black and white imagery, created by photographer Helmut Newton and the inspiration for the brand’s advertising for the past 12 years, moves into a new incarnation in 'Waiters'. The new
  • a 90 second commercial
  • the fourth in the series, develops the intrigue and mystery around James Boag even further by placing him in a wider and eclectic environment.
    Shot on location in Argentina, the new TVC features more than 30 lead characters and 150 extras. Beautiful cinematography plays a large role in positioning the ad together with an unusual music score. 'Waiters' will run nationally on TV and in cinema with support from print and outdoor. The 90-second version is also being streamed online through Vividas:

    Creative Director – Paul Catmur
    Creative - Richard Muntz
    Head of TV - Romanca Jasinski
    Production Company – Exit Films and The Lift (Argentina)
    Director – Mark Molloy
    Producer – Wilf Sweetland
    DOP – Greig Fraser
    Editor – Rohan Zerna
    Music Director - Karl Richter of Level Two Music
    Media - Starcom


    Anonymous Anonymous said...

    Who is James Boags?

    Where is James McGrath?

    6:00 PM  
    Anonymous Anonymous said...

    Love ya Mark, but that is seriously ordinary.

    8:26 PM  
    Anonymous Anonymous said...

    Nice shots Greig/Mark

    9:21 AM  
    Anonymous Anonymous said...

    how did they get noel gallagher to be in it?

    9:31 AM  
    Anonymous Anonymous said...

    The campaign has never made much sense.

    Very stylish and beautiful looking though.

    9:36 AM  
    Anonymous Anonymous said...

    Eyes wide shite.

    10:23 AM  
    Anonymous Anonymous said...

    Identical to the 'Who is Ron Bacardi?' campaign from a few years ago.

    11:15 AM  
    Anonymous Anonymous said...

    Why, oh why do Boag's keep doing this? None of the beer drinkers give a toss about who mr Boag is, and the intended target audience buy fancy imported beers. They'd never touch Boag's.

    Stop this crap strategy now.

    11:28 AM  
    Anonymous Anonymous said...

    does anyone get flash back to a certain simspons episode? you know where Homer is Mr Plow and he loses his business to Barney - employs a top ad guy and wastes heaps of money on a black and white art house ad....

    lets hope boags isn't falling to the same fate....

    2:34 PM  
    Anonymous Anonymous said...


    Why? Maybe it works?

    3:45 PM  
    Anonymous Anonymous said...

    ..and this cost that much??? oh dear.

    3:48 PM  
    Anonymous Anonymous said...

    What happened to the other Boag's posting? The one with the crap training video?

    4:05 PM  
    Anonymous Anonymous said...

    I agree with 11.28 clients disappear up their own bums when they think this strategy of intrigue is going to make any kind of meaningful connection with their customers. I kept waiting for the gag. The pay off the bit that says 'hey we dont really take ourselves this seriously' but it never came.
    What a waste

    4:07 PM  
    Anonymous Anonymous said...

    all the info except who wrote it. Or did the agency buy the idea from the production company?

    4:58 PM  
    Anonymous Anonymous said...

    Is it true the women in each James Boags ad are actually men and if so what is the inside joke? That pretentious beer drinkers are attracted to trannies?

    5:25 PM  
    Anonymous Anonymous said...

    Who are Toby and Bec?

    9:45 AM  
    Anonymous Anonymous said...

    I don't know what's a bigger wank - the ad or the fact they went to Argentina to shoot it!!! You coulda shot this in the Regent in Melbourne! What was it guys - cheap extras? A free trip? More ad wank? Ordinary result too. Disappointing on so many levels.

    10:44 AM  
    Anonymous Anonymous said...

    Toby is an avuncular cereal maker and Bec is married to Lleyton.

    Anything else I can clear up?

    10:55 AM  
    Anonymous Anonymous said...

    12:11 PM  
    Anonymous Anonymous said...

    Not quite as good as the 'snake coughs up entire hippo' clip on the same page. Don't swim in muddy african rivers boys and girls.

    1:18 PM  
    Anonymous Anonymous said...

    This is very not good! What is this having to do with the beer of Tasmania? What about the making the sex on your sister gag? This is funny?

    2:52 PM  
    Anonymous Anonymous said...

    I am looking for this website and because my internet explorer is not allowing me to b=view the

    Can you send me to the link?

    4:48 PM  
    Anonymous Anonymous said...

    cummins&partners launched this campaign with the Helmut Newto peep thru the keyhole cinema.
    It has never been bettered. In fact it has lost the point.I have never met him but stuff james Boag's bring back Sean!

    5:18 PM  
    Anonymous Anonymous said...

    I don't know what the confusion is.It's obvious isn't it? Drink Boags in Argentina and you'll get arrested.They have a history of doing that sort of thing over there.

    1:53 PM  
    Anonymous Anonymous said...

    5:18 says Cummins work for Boags has never been bettered.

    I'm sure Sean and about 1000 others could quite easily if ever given the chance.

    10:23 PM  
    Anonymous Anonymous said...

    I can't believe how hostile every one is toward the ad. It's done its job, people are talking about it... That's a good ad in my books, if it can get such a response, it's done well... Love the score...

    12:28 AM  

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