David Walden: Taking the Michael - it's the real thing

Opinion

Campaign: Tuatara Beer - Bonded By Beer
Agency: Y&R
Creative team: Jason Wells, Chris Hilary and Vijay Appu.

Most beer ads take the mickey.

They can do it award-winningly well (like Tui) or not so well (like the rest).

But an ad for Tuatara Beer has for the first time taken the piss in more ways than one.

The story goes: They took a bunch of guys into some bush outside of Wellington, filled them with Tuatara beer, then took urine samples from them.

Next, they took the bodily fluid to the lab, sterilised it in a microwave, then sprayed it on each poster.

The poster, of course, is capturing them taking a leak in the good ol' Kiwi bush. It is aptly named "Bonded by Beer".

Which sounds similar to an idea that came out of our creative team at TBWA\Whybin, headed by creative director Andy Blood. We took blood samples from the All Blacks, took it to the lab, had it sterilised, then added it to the ink of each poster.

Our poster captured the All Blacks doing the haka in, again, good ol' Kiwi bush and is called Bonded by Blood.

They say that imitation is the highest form of flattery but, in this case, the imitation deserves some flattery too.

For both the Tuatara Beer and All Blacks posters, a viral was created to document these world-first events.

You can see them at www.bondedbyblood.co.nz and www.bondedbybeer.co.nz.

The Tuatara beer viral is nearly shot-for-shot the same as the All Blacks viral.

With a little less of the hand on heart and a little more hand on something else.

It's hardly inspirational but it is worth having a look and having a laugh.

While the poster may not be hanging on children's walls for years to come, Bonded By Beer is the ultimate double piss-take.

Well done to Y&R Wellington and creative director Chrissie Lahood.