The campaign is by PHD Content, the content and partnerships division of PHD, and is the first creative work the agency has done for Carlton United Breweries since it won the account from MediaCom in 2017.
Playing NRL or AFL footy might seem like a pretty tough thing to do – a shoulder barge here, a flying smother in the face there, and fisticuffs every now and again for good measure.
But is it really the toughest job going around in this great southern land?
Not if you are Melbourne Demons ruckman Max Gawn or Cronulla Sharks second rower Wade Graham.
The rugged footy stars were recently put through their paces by Australia’s oldest cider brand Mercury cider – an official sponsor of both competitions.
Gawn couldn’t handle the heat in a professional kitchen, breaking plates and taste buds along the way. Wade couldn’t handle a night out as a taxi driver with argumentative passengers, girls singing and dancing and a large canine passenger drooling everywhere.
Thankfully, the footy players have some Mercury Cider to drink while they reflect on their lack of toughness outside of the footy pitch.
The campaign is by PHD Content, the content and partnerships division of PHD, and is the first creative work the agency has done for Carlton United Breweries since it won the account from MediaCom in 2017.
‘’Through all of our discussion with consumers, it’s become clear that Australia’s views on what defines tough have shifted. The AFL/NRL players have always been exceptionally tough, but the fans seem to have a greater appreciation for tough acts of all kinds, not just physical,” AB InBev brand director for cider and spirits Mim Orlando said.
Chek out Wade Graham's Tough Test below.
Credits
Mim Orlando - Brand Director, Cider & Spirits, CUB
Paige Dawes- Marketing Manager, Cider, CUB
Deanna Christian - Assistant Brand Manager, Cider, CUB
Angela Rapley, Director of Content, PHD – Overall project lead
Dylan Harrison – Director
Ashley McLeod – Producer
Ben Shirley – Director of Photography
Mark Parry - Editor
Creative Agency- Clemenger BBDO Melbourne
Production – PHD Content
Post production – Vandal
Anna Greensmith - Executive Producer, Vandal
Media – PHD
Jeremy Lewington – PHD Planning Manager, CUB
Adrian Venditti – PHD Group Business Director, CUB
