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
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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