MEN LIKE US LIKE RUM

TitleMEN LIKE US LIKE RUM
BrandDIAGEO
Product / ServiceBUNDABERG RUM
CategoryA02. Script
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Production Company SMITH AND JONES London, UNITED KINGDOM

Credits

Name Company Position
Andrew Oughton Diageo Marketing Manager
Adam Ballesty Diageo Marketing & Innovation Director
Katyana Armen Diageo Senior Brand Manager
Thomas Grace Diageo Assistant Brand Manager
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Vince Lagana Leo Burnett Sydney Executive Creative Director
Grant Mcaloon Leo Burnett Sydney Executive Creative Director
Pim Van Nunen Leo Burnett Sydney Creative Director
Scott Huebscher Leo Burnett Sydney Creative Director
William Doig Leo Burnett Sydney Executive TV Producer
Adrian Jung Leo Burnett Sydney Executive Print Producer
Peter Bosilkovski Leo Burnett Sydney Managing Director
Sam Mcgown Leo Burnett Sydney Account Director
Mathieu Dauner Leo Burnett Sydney SeniorPlanner
Emma Montgomery Leo Burnett Sydney Head of Connect
Ulf Johansson Smith and Jones Director
Philippa Smith Smith and Jones Executive Producer
Andrzej Sekula Smith and Jones DOP
Natalie Isaac Smith and Jones Production Manager
Ali Fearnley Smith and Jones Casting

Brief Explanation

Bundaberg Rum wanted to refresh its image to reflect a new audience: men who enjoy spirited living and aren’t afraid to explore the world. Men like these might just work together and build a boat to sail to a far away land – or, if that doesn’t work out, they would be equally happy sharing a laugh and some rum down at the pub. Because men like us like rum. Bundaberg Rum.

Creative Execution

We open on the hill of a riverbank. A group of 20-30 men work hard together building a big ship with their bare hands. These guys all look different and come from different backgrounds. We see hunters, miners, matadors. Some might even look like vikings, highlanders or pirates. But they are all MEN. Adventurous men. And they are here together to saw big wooden beams, wield big hammers and tie big knots with big rope. And have fun doing it. They sing while they work. We focus on different men as they sing the lyrics. Men like us like foreign lands. We pound in spikes with our bare hands Our skills are always in demand We like our faces hairy and our backsides tanned. Men like us have the upper hand. We cut through trees with the sharpest saw We’ll sail from here to Bogota This vessel won’t have a single flaw We’ll ignore that thing called Murphy’s Law. Men like us like a last hurrah! The sun and stars will be our guide We prefer our steak bloody rare inside Our sails are filled with wind and pride They finish the ship. A rope is cut, sending the boat racing down the ramp toward the sea with the men standing stoically aboard. A man stands heroically on the bow -- his foot rests majestically on the polar bear carved into the front of the ship. Explore the world… The moment the boat hits the water – the ship and men sink like a stone. The song stops. Finally, we see the men all standing in the pub, soaking wet and toasting a glass of Bundaberg to one another and singing: …Well, at least we tried! Men like us like rum. Bundaberg Rum! SUPER: Welcome to Bundaberg