BUNDABERG RUM: ONLY IN AUSTRALIA

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Released:	October 2007
Advertiser:	DIAGEO AUSTRALIA
Brand name:	BUNDABERG RUM
Agency:	LEO BURNETT
Country:	AUSTRALIA
Category:	Alcoholic drinks
Tags:	Sydney

Credits:

Advertising Agency: LEO BURNETT, AUSTRALIA, Sydney
Executive Creative Director: Mark Collis
Scriptwriter: Stephen Coll/Mark Collis
Agency Producer: Adrian Shapiro
Account Supervisor: Sarah Palmer


Script in English
SFX: Orchestra tuning

Choir: We wish England was Australia
We’d ditch work for a surf
Have our mates round for a Bundy, the greatest rum on earth

We wish England was Australia
Every girl would be a sort
We’d proudly drink Bundy Rum...

MVO: (Singing) We wouldn’t suck at sport!

Choir: Oh, but England’s not Australia
We don’t have Bundy rum
So until you send some over here, it’s Australia here we come!

ANN: Bundy Rum. Made by one country, for one country only.
Brief Explanation
Brief: Bundy Rum is loved by Queenslanders. It is seen as their drink, but the rest of Australia is largely ambivalent. Our brief from Diageo was to show that Bundy is part of the whole of Australia, and not just of one particular region. In short, we were to ‘make Australians who don’t drink it feel good about the brand’.

Solution: We discovered Bundy Rum has only been sold in Australia and has never been exported. We decided to articulate this fact as deliberate policy from Bundy. So, however much the rest of the world wants Bundy, they’ll never get it. A new endline ‘Our Rum’ built on this.

The target market is sports crazy, so we set the ad in England, Australia’s biggest sporting rivals. We took one of the famous English sporting anthems ('I Vow To Thee My Country') and turned it on its head, re-writing the words to talk about how great Australia is.

Cultural Context: The English are renowned for their sense of humour, and have an expectation that the Aussies will be cheeky and irreverent. That gave us licence to depict English cultural icons such as The Royal family, aristocracy, football fans, and Chavs, longing for the iconic parts of Australian life, BBQs, surfing, beaches, sunshine, even Hill’s Hoist washing lines.