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By The Drum Team, Editorial

February 20, 2013 | 2 min read

Foster's returns to its roots in more ways than one with this sumptuous commercial depicting the lager's unveiling in 1888. The two Aussies more often seen lazing around a beach hut in the 21st century present a pint of the amber nectar to a local dignitary who offers his approval with a lip-smacking: "You little ripper!"

There's no joke in this - which is an interesting departure - we've become conditioned by this campaign to expect humour and it's a surprise when there's no twist in the final seconds of the ad.

But this commercial doesn't need a joke to make its point.

It reminds us of the satisfaction provided by a cold lager on a blisteringly hot day... the fact that you have to travel to Australia to experience heat worth quenching does nothing to dampen this striking message.

This film also reveals that this is a brand with a heritage... something that may surprise one or two punters who imagine it to be a beer of the 1970s. It dares to suggest that purchasing Foster's is evidence that you know your lagers and your selection of it is a display of discernment - not necessarily true but a winning message nonetheless.

Fosters

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