Campaign Overview
How do you make a beer brand stand out in a world where even a humble pint has become overcomplicated? By keeping things refreshingly simple. Meet The Amber Nectar, the first campaign in Foster’s revamped ‘Good Call’ platform, to celebrate the brand’s uncomplicated refreshment and unmistakable Aussie attitude.
The campaign takes all the familiar conventions of modern beer advertising and turns them on their head. Think cinematic landscapes, dramatic ingredient stories, a handsome surfer gliding from sea to sand, a puppet kangaroo and a questionable tattoo that confuses barley with Bali. All delivered with a laidback Australian voiceover and a healthy dose of self-aware humour.
But beneath the visual grandeur is a deliberately simple message: it’s Foster’s, it’s refreshing, and it doesn’t take itself too seriously. By making the world around the brand deliberately pretentious, the campaign brings its easy-going personality to life and puts the focus back on what really matters: the beer, the refreshment and its Australian roots.
