Publicis London’s and Foster’s reworks the classic ‘Good Call’ campaign.
Foster’s latest campaign revives its classic ‘Good call’ mantra.
The ad features a pint on the beach, with all things Australian; a surfer, a kangaroo, a beach barbeque, and, of course, a Foster’s pint.
A laid-back Australian voice-over introduces a “refreshing pint of the ‘Amber Nectar’” explaining it is made with water, hopps, yeast, and Barley, although originally confusing it with a ‘Bali’ tattoo in a tongue-in-cheek joke.
The campaign has been created by Publicis London, building on its earlier success with it’s Love You Cans launch.
The campaign will run from October to December. Media planning is being managed by Heineken’s – Foster’s parent company – in-house media team and Dentsu. In the UK, which is Foster’s largest market, the beer is brewed and distributed by Heineken UK under license.
The audio-visual ad will be accompanied by the social, digital, and out-of-home campaign.
Rajeev Sathyesh, marketing director, Heineken UK, said: “There are very few brands as comfortable in their own skin as Foster’s. ‘The Amber Nectar’ is a celebration of everything people love about the brand: its easy-going Aussie personality, refreshing taste and refusal to take itself too seriously.
“As we bring back ‘Good Call’ for a new generation, we’re championing a simple idea: life is better when you drop the front, keep things straightforward and enjoy the moment. That’s always been a good call.”
Noël Bunting, chief creative officer at Publicis London, added: “Simple is rarely simple to do, and we’ve been on an incredible journey with our partners at Fosters over the past year to develop a new era of Good Call that truly embodies who they are today.
“They’re uncomplicated and easy-going but obsessed with refreshment – and they don’t take themselves too seriously. We had a lot of fun bringing familiar tropes to life in a way that’s nuanced, self-aware, funny and taking us in a refreshing new direction.”
Leaders take
The ad does lean in on the iconic Australian image of Foster’s, but goes one step further with its tongue-in-cheek humour. While some argue Foster’s is an unpopular beer on this side of the world, it’s an uncomplicated ad, although a little absurdist. The ad is light and pokes fun at itself, and does make the product look appealing.
It works well in portraying the beer as a simple choice, particularly when set against a grandiose back drop of sunny beaches, kangaroos and surfers.
