New Foster's TV ad celebrates the brand's Australian heritage

14th April 2017

Foster’s is proudly celebrating its Australian heritage with the premiere of a new TV ad during Easter weekend.

Set in Melbourne 1888, the ‘Thirstiest Men on Earth’ sees a dramatized version of the brand’s founders rescuing English cricketers with the ultimate in refreshment as they succumb to the searing heat during a match with the Australian squad. The spot will debut on Friday 14th April during popular comedy, The Last Leg on C4 and launches a multi-million-pound campaign across the summer.

The 30” ad, created by Adam&EveDDB, tells the story of founders of Foster’s William and Ralph Foster’s delivering refreshment to the thirstiest men on earth. It starts with these men, the English cricket team playing their Aussie counterparts at a friendly match in Melbourne 1888. As the thirsty Brits miss a crucial catch and the crowd jeers, William & Ralph Foster’s wagon arrives on field, offering the ‘Poms’ a refreshing pint of Australia’s first beer, served straight from a block of ice. 

The spot is a gentle nod to the brand’s sponsorship with the England and Wales Cricket Board (ECB) as the ‘Official Lager of England Cricket’. Viewers will also notice Foster’s recently refreshed visual identity and design evolution of its familiar roundel in the ad.

A partnership with Channel 4 begins this Friday 14th April and will continue throughout the summer as part of a multi-million pound spend across digital and social platforms, television and cinema.

Ifeoma Dozie, Beer Brand Director at HEINEKEN, says: “Foster’s has genuine heritage and we are excited to bring the pioneering founders, William and Ralph Foster, to life in this new campaign. They revolutionized the way beer was served – and ice-cold amber nectar is still enjoyed by millions of drinkers every year.”

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