Short List
Product / ServiceTAP KING
CategoryA05. Direction
Entrant Company REVOLVER Sydney, AUSTRALIA
Advertising Agency BMF Sydney, AUSTRALIA
Production Company REVOLVER Sydney, AUSTRALIA


Name Position
Justin Ruben Creative Director
Phil Sicklinger Copywriter
Alex Booker Art Director
Jenny Lee-Archer Agency Producer
Business Lead - Tony Dunseath Account Supervisor
Account Manager - Renee Kastanias Advertiser's Supervisor
Pip Smart/Executive Producers: Michael Ritchie And Pip Smart Producer
Steve Rogers Director
Bernard Garry Editor
The Editors Post Production
Hello - Lionel Richie Music
The Editors Editing Company
Mandy Walker Director of Photography

Brief Explanation

A man repeatedly looks into his fridge. Each time he checks the fridge we can see the usual contents inside. He’s not exactly sure what he’s searching for and he leaves a little unsatisfied each time. He opens his fridge door once more. As he swings the door open, a room behind the fridge is revealed with Lionel Ritchie inside it playing a grand piano. Lionel looks up at the man as he begins singing his song, Hello is it me you’re looking for? Lionel pours the man a beer from the Tap King which is sitting on top of his grand piano. The beer flows into the glass, Lionel passionately sings his song during the entire demonstration. The man, still in his kitchen remains transfixed at the events unfolding in front of him inside his fridge. As Lionel finishes pouring the beer and hands it over from inside the fridge. The man takes the beer looks deeply into Lionel’s eyes and whispers the last sentence of the chorus in unison, ʻI love youʼ, to Lionel Richie. Tap King. Refreshing draught.

Creative Execution

Under terms of contract with Lionel Richie and Universal Music, Lion (and any of it's Agencies, partners or and subsidiaries) do not have authority to provide permission for the Tap King TV commercial to appear on any website not geo-locked to Australia. Further permission must be sought in the first instance from Lionel Richie's Manager, Bruce Eskowitz. His contact details: Bruce Eskowitz COO Red Light Management/Green Light/ New Era 8439 Sunset LA, CA 90069 (310)273-2266 Office (310) 666-0992 Cell Bruce.eskowitz@redlightmanagement.com