READING by Leo Burnett Sydney for Bundaberg

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READING

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Industry Rum
Media Radio
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Andy Dilallo
Account Supervisor Kirsty Reynolds
Production Sound Reservoir
Released August 2010

Credits & Description

Category: Best Scriptwriting
Advertiser: DIAGEO AUSTRALIA
Product/Service: BUNDABERG RUM
Agency: LEO BURNETT SYDNEY
Executive Creative Director: Andy DiLallo
Scriptwriter: Michael Canning/Kieran Antill
Agency Producer: Adrian Shapiro
Account Manager: Sam McGown
Account Supervisor: Kirsty Reynolds
Advertiser's Supervisor: Matt Bruhn
Production Company: SOUND RESERVOIR, Sydney, AUSTRALIA
Music Artist/Title: Turning Studios
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: ‘Friday Night Football’ song MVO: (Singing) Friday night’s a great night for reading Take the phone off the hook And curl up with a book Friday night’s a great night for reading Science or non-fiction Reading’s your addiction Forget going out to the pub Because paperbacks are your true love! SFX: Music stops; can opening ANN: You know there’s only one way to spend Friday night. SFX: Football crowd ANN: Bundaberg Rum. Proud sponsor of Friday night football.

Brief Explanation
Bundaberg Rum is a rum brand in Australia for men aged 18-35. Our brief was to promote the brand amongst a popular drinking occasion - Friday Night Football games. In Australia, there is a famous song which has been used to promote Friday Night Football, called ‘Friday Night’s a Great Night for Football’. Our solution was to hijack the song and make it our own, by creating new versions. The new songs ran as a radio campaign, impersonating the original Friday Night Football promotion. This instantly linked Bundaberg Rum with Friday Night Football, and had people singing our new versions of the song, too.