Foster's Revives "Good Call" for a New Campaign Called "The Amber Nectar"

Some platforms never really die, they just wait for the right beer to need them again. Foster's and Publicis London have revived "Good Call," the brand's British TV platform from the Noughties, for a new 20-second campaign called "The Amber Nectar," following "Love You Cans," the agency and brand's earlier launch this year.

The film, directed by Carl Sundemo, is set on an Australian-style beach and leans hard into Foster's greatest-hits bag: surfing, puppet kangaroos, a pint in hand, and a joke about a questionable "Bali" tattoo. The tone is playful and self-aware, built around banter between British mates rather than any pretense of brewing craft.

Publicis London chief creative officer Noël Bunting described the brand's personality as "uncomplicated and easy-going but obsessed with refreshment," adding that the team wanted something "nuanced, self-aware, funny." Rajeev Sathyeshesh, marketing director of Heineken UK, which owns Foster's, put it more simply: "There are very few brands as comfortable in their own skin as Foster's."

One catch: the ad is unlikely to run in Australia, where Foster's is harder to find on tap than it is in the UK, where the beer remains far more popular. Reviving an Aussie-stereotype platform for a market that barely drinks the actual beer is either a savvy bit of brand mythology or a small irony Publicis London is choosing not to dwell on.

Source: B&T

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →