Ad-wise, Foster’s feels a little lost, having jettisoned its Brad and Dan characters a decade ago, then brought them back a few years later to little acclaim.
They’re nowhere to be found in this new ad, which does retain the ‘Good Call’ tagline, despite the advice-dispensing duo’s absence.
A voiceover takes us through the ingredients in “a refreshing pint of the amber nectar”, with helpful visual descriptors making it extra clear. A surfer illustrates “water”, while a kangaroo does the job for “hops”. It gets sillier, with a misspelling of ‘barley’ and an honest admission that it “didn’t know what to show for ‘yeast’, but it’s got that too”.
Aussie signifiers and sense of humour intact, the ad also cannily suggests Foster’s is an uncomplicated beverage with a short ingredients list, in line with consumer trends. Good call, indeed.
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