Looking back on the original Foster’s ads starring Brad and Dan, which came to an end in 2015, is a painful experience – they’re full of the low-level misogyny and broad dickishness that was once obligatory for any brand aimed at lads (lads lads).
So in a world in which it is deeply unfashionable to be less than woke, it was a bold move for Foster’s to bring the pair back. Thanks to a well-judged topic and a sharply funny script, it absolutely hits the right note. While some of the old ads were cruel towards social losers, the craft beer wanker of this spot is an entirely justified target. The follow-up is set to punch upwards again by taking aim at Australia’s cricket team.
Then there's the two protagonists; maybe it's the greying hair, or just that absence fosters fondness, but I found them a touch more charming than before. It’s going to be a balancing act keeping this campaign on the right side of funny, but at the moment it looks like the decision really was a pretty good call.
Title Good call
Agency Adam & Eve/DDB
Creatives Ben Stilitz and Colin Booth
Director Tim Bullock
Production company Blink