Pure Blonde beer: Dove Love

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Released:	September 2009
Brand name:	PURE BLONDE BEER
Agency:	CLEMENGER BBDO
Country:	AUSTRALIA
Category:	Alcoholic drinks
Tags:	Beer

Credits:

Advertised brand:Pure Blonde
Advert title: Dove Love
Advertising Agency (Name, City, Country):Clemenger BBDO Melbourne
Agency website: http://www.clemengerbbdo.com.au
Agency

Executive Creative Director James McGrath
Creative Director Emma Hill and Josh Robbins
Copywriter Emma Hill
Art Director Josh Robbins
Agency Producer - TV Sonia von Bibra
Account Management Paul McMillan - Group Account Director
Phil Baker - Account Director
Strategic Planner Paul Rees Jones

Client
Peter Sinclair – Marketing Director, CUB
Ben Summons – Group Marketing Manager Premium and
Craft Beer, CUB
Craig Maclean – Senior Brand Manager Pure Blonde, CUB

Production
Director Steve Ayson
Producer Cindy Kavanagh
Production Company The Sweet Shop
Designer Peter Marshall
DOP/Cinematographer Ian McCarroll
Editor Jack Hutchings The Butchery
Post Production Company Digital Pictures
Sound Designer/Engineer Paul LeCouter Flagstaff
Sound House Flagstaff
Music Composer/Arranger Cornel Wilczzek
Music Track & Artist Homeward Bound (re-record) Cornel Wilczzek
Music Production Company Karl Richter Level Two Music
Special/Visual Effects Eugene Richards Digital Pictures Steven Strekovski
Flame Artist Eugene Richards Digital Pictures

Published/Released (Month, Year): September 2009

Clemenger BBDO Melbourne launches new pure blonde campaign

Clemenger BBDO Melbourne is launching ‘Dove Love’, the new campaign for Foster’s Pure Blonde beer.
Following on from the award-winning ‘Brewtopia’ campaign, the agency wanted to find a new and interesting way to connect the audience to all the imagery and iconography, but still be able to surprise and snap them back to reality.
James McGrath, Executive Creative Director of Clemenger BBDO Melbourne, says Dove Love creates the all-important next instalment of the Pure Blonde mythology.

“As always, it required the perfect balance between the purity, the mystery and the perfection of ‘Brewtopia’, colliding head-on with the cynicism of our somewhat grubby and pragmatic world,” McGrath said.

This time, that balance comes via the caring nature of the guy who looks after the dove - showing a small glimmer of hope that there’s still some good in all of us – before the dove flies straight into a brick wall.

And, with a final ironic touch, we realise the dove is destined to be caught in a vicious circle, never to return home to that place, which is still much more pure than yours.
The starring dove role was shared by five white Turtle Doves and in the flying scenes 40 white homing pigeons were used. The animal crew was rounded out by a few white swans, a couple of white horses and even a white peacock.

Complementing the new commercial will be summer music sponsorships and the launch of The Pond Pop-up Bar and Restaurant in Sydney.