Fosters say “Hooroo” to Brad & Dan

The Australian advice gurus Brad and Dan have become iconic characters over the last few years, with their lightly comedic antics promoting Foster's lager bringing a spot of personality to the often bland or pretentious world of alcoholic beverage promotion. Fosters, and adam&eveDDB (who created the campaign) will be bidding farewell to these likely lads and the “Good Call” campaign in general, however, with a new 40 second spot that premiered before Alan Carr: Chatty Man last Friday night (May 15). The advert will continue running for four weeks, and it's fitting that it made it's début before Alan Carr's show, given the ties the campaign has made with Channel 4 comedy over the years.

Foster's are retiring the Australian advice gurus Brad and Dan in one last TV spot

The new (and final) TV spots see the Aussie mates packing up their bags in preparation for embarking on new married lives with their fiancées Dawn and Matilda. The pair reflect on their times helping men across the world, before getting out of their trusty beach cabin before the phone bill (finally) arrives. The ad ends on the immortal line “Hooroo,” which has become something of a catchphrase amongst 20-something lads across the country since the pair first burst on to our screens back in 2010. To officially wave goodbye to Brad and Dan, Foster's will be hosting a one-month long charity eBay auction of all of the pair's favourite items from today (May 18), including their sofa and the now infamous “Paddle of Rebuke.” The auction will be introduced via a special one-off 20 second video also featuring Brad & Dan and there will also be a physical auction space at Udderbelly festival South Bank for one week only, with all activity in support of military charity Surf Action.

Foster's – Hooroo Brand and Dan

The scrapping of campaign marks an attempt on the brand's part to move away from the 'laddish' style of marketing that has been accused in some circles as promoting casual sexism. Alan Clark, head of SABMiller, Foster's parent company, said it's time for the brand to move on from themes that could be viewed as dismissive or insulting towards women. He said: “Peroni has moved away from the lager lout, college frat impact,” said Alan Clark, head of SABMiller. Beer now has associations with fashion, art and design. The world has moved on from lads telling jokes on a Saturday and high-volume consumption. Beer is now drunk by women and men together.” The decision to scrap the ad campaign was taken at the end of last year, and supposedly has nothing to do with these comments.

Foster's has scrapped the campaign in an effort to move away from their 'laddish' image

Despite the fact that it's now coming to an end, the campaign has been hugely successful for the brand in driving brand equity and sales, driving nearly 70% of Foster's sales growth between 2010 and 2013, and moving Foster's from third to first place in the off-trade lager market. Having won the top prize at the 2014 IPA Effectiveness Awards, the campaign has achieved the highest estimated revenue return of any beer campaign in history, with every £1 spent on advertising driving £32 in revenue. Ifemoa Dozie, Brand Director at Heineken, the brand's UK operator, said: “Brad and Dan have been hugely successful for Foster's since they first appeared on our screens in 2010, and whilst we're sad to wave hooroo to them for now, we're excited for the next adventure for the Foster's brand. We wish the two mates all the best in married life.” Notice she said “For now.”