When Foster’s Lager was launched in Canada, the decision was made to write Canadian versions of the very popular and effective British campaign with Aussie Paul Hogan poking fun at the snooty British ‘toffs’. I was asked to be the writer on the Canadian campaign in conjunction with Art Director Derek Chapman and we did a combination of commercials. In one series Hogan was one of the boys, fitting right in with Canadians but having a bit of fun with our customs and peccadilloes.
In the other series, he still made fun of snobby people, but misinterpreted Canadian phrases. This was one of those, and in my mind, they were the more successful commercials.
Our radio commercials won the International Advertising Festival Gold. »» Listen