New Boags beer ad

I really liked this new ad for Boags from Publicis Mojo in Oz.

Really simple, clear benefit i.e. "made with special water"... translated in to a funny, but also warm story that really plays strongly on the feeling that this is 'locally made' beer by people that care.



a) I now know where this beer comes from
b) I like the people that make it
c) There's at least a vague reason (i.e. pure water) why I might choose this beer over another that complies with alcohol communications legislation!