The Amber Nectar

In a world where everything, even the humble pint, has become all too convoluted, Foster’s has always stood for something simpler: uncomplicated refreshment, an easy-going Aussie attitude and permission not to take things too seriously. Running across VOD, online video, YouTube, social media, print and digital out of home in the UK, in ‘The Amber Nectar’ Foster’s focus is back on the three priorities of its drinkers: product, refreshment and unmistakable Australian roots.

The campaign launches with a 20-second film directed by Carl Sundemo through MindsEye. It plays with all the familiar conventions of modern beer advertising, using cinematic landscapes, dramatic ingredient stories and an almost absurd level of reverence for a pint of beer.

Set against an unmistakably Australian backdrop, the film plays with familiar Foster's stereotypes, from sunshine and surfing to kangaroos and beer. Guided by a laidback Australian voiceover, a handsome surfer glides, absurdly, from the sea to the sand, a puppet kangaroo makes an appearance, and a questionable tattoo leaves the viewer confusing the beer ingredient “barley" with "Bali", adding to the film's tongue-in-cheek humour.

The film’s visual grandeur is built on irony and communicates something straightforward: it is Foster’s, and it is a refreshing beer. The world around the brand is deliberately pretentious because Foster’s itself is not.

Alongside AV, the work will live across social, digital and OOH, which depicts a perfect ice-cold pint of Fosters resting in the sand, our surfers and kangaroo enjoying the sunset in the background, and a promise that it’s ‘Good on ya tastebuds’ front and centre.

The campaign runs from today (12th October) into December, with media planning and buying handled by Heineken’s in-house media team and Dentsu.

‘The Amber Nectar’ builds on Fosters and Publicis London’s ‘Love You Cans’, which launched earlier this year, and started the journey of celebrating the things that really matter by using familiar banter between British mates to celebrate dropping your front and reconnecting, another ‘Good Call’.

Noël Bunting, Chief Creative Officer at Publicis London, said: “Simple is rarely simple to do, and we’ve been on an incredible journey with our partners at Fosters to develop a new era of Good Call that truly embodies who they are today. They’re uncomplicated and easy-going but obsessed with refreshment – and they don’t take themselves too seriously. We had a lot of fun bringing familiar tropes to life in a way that’s nuanced, self-aware, funny and taking us in a refreshing new direction.”

Rajeev Sathyesh, Marketing Director at HEINEKEN UK, said: “There are very few brands as comfortable in their own skin as Foster’s. ‘The Amber Nectar’ is a celebration of everything people love about the brand: its easy-going Aussie personality, refreshing taste and refusal to take itself too seriously. As we bring back ‘Good Call’ for a new generation, we’re championing a simple idea: there’s something refreshing about having no front and not taking life too seriously. That’s always been a good call.”