Boag’s: Pure Water – Publicis Mojo Sydney – 7.062

Pure Waters

A simple notion is pretty much the entire premise for the ad: we watch as a young man drives his bicycle through the water and sees it transformed into a motorbike; a canoe become a speedboat; a hunting knife become a giant light sabre.



Our narrator (whose ukulele turns into a guitar and then a sitar with each dip into the water) then gives a history lesson on the rivers magical powers by explaining how his “old man never wore the same shoes twice” while we watch old film footage of a man dancing in the river, his footware changing with every step.



The spot ends, of course, with a case of ordinary beer being submerged into the waters, before reappearing as Boag’s Draught.




James Boags Draught

Pure Waters

Agency: Publicis Mojo

Creative Director: Micah Walker

Senior Art Director: Steve Wakelam

Senior Copywriter: Grant McAloon

Agency Producer: Jasmin Ferguson

Account Service Team: Simon Ludowyke, Tara Seymour

Production House: Revolver Films

Director: Steve Rogers

Producer: Michael Ritchie

DOP: Geoffrey Simpson

Production Designer: Steven Jones- Evans

Editor: Alexandre De Franceschi for Guillotine

Visual Effects: Fin Design & Effects

VFX Supervisor: Justin Bromley for Fin Design & Effects

Grade: Ben Eagleton for Bean Colour

Composer: Elliott Wheeler

Sound Design: Simon Lister for Nylon Studios

Producer: Karla Henwood for Nylon Studios


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