The campaign is led by TV spots from independent M&C Saatchi, Melbourne, that associate Cougar with male bonding and that are reminiscent of Miller Brewing Co.'s tall-tales ad series for Miller Lite. In each execution, "Cow," "Rear Window" and "Dream," humorous events happen to one member of a tight-knit group of guys when he is alone. As he relates the bizarre experiences to his friends while drinking Cougar, each story takes on a life of its own, reinforcing the tagline, "It never happened 'til you tell your mates." The spots are supported by print and outdoor ads and new packaging.
Ephraim Bander on 01.26.2015