Australian beer brand Foster's has launched a tongue in cheek ad that gently pokes fun of the English ahead of this year's Ashes series.
The spot, by creative powerhouse Adam&Eve DDB (see credits below), depicts a game of cricket in 1888 under relentless Melbourne sunshine.
The Aussies mischievously 'put the poms out first' to take advantage of their perceived inability to handle desert like conditions.
“If they were steaks on a barbie, they'd be well done,” the Australian captain says.
After dropping a sitter and toiling in the field for a hopeless amount of time, along comes William and Ralph Foster to the rescue.
“Here you go mate, try not to drop it,” Foster says, handing a pom a beer before the spot ends with the tag line 'Foster's, for the thirsty'.
Foster's - 'Thirstiest Men On Earth' on VOTD
Foster's has long played on its Australian heritage to sell beer in the UK, it's largest market.
The irony is that the beer is rarely found (or consumed) at pubs in Australia.
Popular spots in recent years include a series of hilarious ads where a couple of Aussie larrikins, Brad and Dan, offer clueless English blokes advice about all sorts of life's difficult questions. The 40-second spots are loaded with Aussie cultural references and slang, developing a bit of cult following in the UK.
Credits - Thirstiest Men on Earth
Advertising Agency: adam&eveDDB
Creative Director: Ben Priest
Creatives: Simon Pearse & Manu Saint M Leux
Agency Producer: Suzy MacGregor
Production Company: Outsider
Director: James Rouse
Producer: Benji Howell
Editor Work: Editorial
Sound Designer: Sam Ashwell
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