Two vastly different origin stories are told in Mike Maguire’s new spot for Bundaberg Rum. While both tales agree Bundaberg was born from a molasses surplus, the actual turn of events markedly improves over countless retellings. Instead of a bedraggled quintet of old-timers conceding to rum production in a dilapidated barn, history is rewritten to include refined gentlemen, emphatic declarations, hot air balloons and streets full of jubilant revelers. Oh, and snakeskin suits. Because snakeskin suits are a symbol of my individuality, and my belief... in personal freedom. Ah, sorry, 90s flashback.

production company: revolver
director: mike maguire
executive producer: michael ritchie
producer: ian iveson
director of photography: ginny loane
production designer: alexis ross

agency: leo burnett sydney
executive creative director: andy dilallo
head of copy: grant mcaloon
creative director: vince lagana
client services director: peter bosilkovski
business director: sam mcgown
tv producer: margot fitzpatrick

editorial company: toybox & the editors
editor: peter whitmore

visual effects company: fin design
producer: anya kruzmentra


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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.