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 lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.