Bundy R. Bear makes comeback at 2024 NRL grand final via Leo Burnett, Hearts & Science, and Havas Red

Bundy R. Bear from Bundaberg Rum made a comeback after a 15-year hiatus during the 2024 NRL Telstra Premiership Grand Final as part of a new brand campaign - ‘Forever Classic’.

The new platform was delivered by Leo Burnett Australia with Hearts & Science for media planning and Havas Red who led the earned storytelling of the campaign. It centres on Bundy Rum, facilitating good times and classic moments with friends, focusing on classic stitch-ups to bring a nostalgic yet refreshing twist to the brand.  

To ‘bring back the bear’, Bundaberg Rum and its lead creative agency partner worked with Academy Award-winning costume and prosthetics house ‘Odd Studio’ to develop the fully animatronic 7-foot polar bear, which will be used in all future commercials. 

The 30-second film, titled ‘Bear Transplant’, premiered on broadcast and in-stadium during half-time at the NRL Grand Final and starred the famously bald NRL legend Gorden ‘The Raging Bull’ Tallis.

This is the first in a series of four TVCs that will go live over the coming months to bring the Forever Classic platform to life, all directed by Mr Inbetween director Nash Edgerton.  

To further bring the banter to life in-stadium and connect to the world of the TVC, fans who purchased a Bundy & Cola received a white polar bear wig, with one lucky wig-adorned attendee going on to win the prize of a hair transplant in Turkey. This was facilitated through the NRL Fan App and announced live during half-time.

"The return of Bundy R. Bear at the NRL Grand Final is a proud moment for us, embodying the humour, heart, and unmistakable Aussie spirit of Bundaberg Rum," Matt Miles, marketing manager - Rum portfolio at Diageo, said.

"We’re thrilled to bring Bundy Bear back to his loyal fans after such a long break, and having Gorden Tallis onboard for this classic Bundy moment only heightens the excitement. This is just the beginning of many more timeless moments with our mate Bundy as we launch the 'Forever Classic' platform."

Tim Woolford and Tommy Cehak, group creative directors at Leo Burnett Australia, added: "Getting the opportunity to bring back the iconic Bundy bear was a real career highlight.

"We're excited for Aussies to connect with their 7-foot furry mate even more as the whole campaign rolls out over the next few months. We were unfortunately not eligible to enter the Turkey promotion."

Credits 

Diageo | Bundaberg  Marketing Manager - Matt Miles  Senior Brand Manager - Emma Ryan   Assistant Brand Manager - Laura Rey Rodriguez   Marketing & Innovation - Hayden Abercrombie   PR & Culture Lead - Joanna Walsh  

Creative Agency – Leo Burnett Australia  General Manager - James Walker Smith   Chief Creative Officer - Andy Fergusson   Chief Strategy Officer - Catherine King  Group Creative Director - Tommy Cehak  Group Creative Director - Tim Woolford  Copywriter - Bill Scheggia   Copywriter – Kevin Ma  Art Director - Lewis Catalano  Senior Designer – Johnson Diep  Senior Designer – Tiffany Wilson  Group Account Director - Tyson Mahon   Senior Business Director - Thomas Smyth   Senior Integrated Producer - Libby Spark   National Director of Production - Michael Demosthenous  

Media - Hearts & Science  Chief Strategy Officer - Kim Dolengowski   Group Business Director - Katie Hailes  Business Director - Declan Peach  

PR Agency – HAVAS Red  Managing Partner, Consumer & Brand – Laura Cario  Client Services Director – Georgina Thompson  Senior Account Manager – Anokina Ruel  Senior Account Executive – Claudia Warren  Account Executive – Ffion Williams  

Bundy Production Credits  Production Company: Collider   Managing Partner & Executive Producer: Rachael Ford-Davies  Director: Nash Edgerton  Executive Producer: Tom Slater  Producer: Serena Paull  Production Manager: Celia Tulevski  1st AD: Adam Wareham  Director of Photography: Crighton Bone  Production Designer: Mike Price  Animatronics: Odd Studios  Wardrobe Stylist: Sophie Fletcher  Casting Director: McGregor Casting - Stevie Ray  Post Production: Arc Edit  Post Producer: Olivia Reddy  Editor: Drew Thompson ASE  Colourist: Fergus Rotherham  Online: Richard Lambert
Editor: Drew Thompson ASE  Producer: Olivia Reddy  Colourist: Fergus Rotherham   Online: Richard Lambert  Sound Designer: Damian Waldell (MassiveMusic)  Sound Producer: Alexa Tonkin (MassiveMusic) 

Bundy Bear created by Odd Studio 
Design & supervision: Damian Martin 
Workshop supervisor: Adam Johansen 
3D Sculptor: Colin Ware 
Lead fabrication: Phoebe Thompson 
Fabrication: Kim Morris 
Key animatronics: Greg McKee 
Key animatronics: Matt Ward 
Animatronics: Phil Young 
Lead Fur artist: Katyani Tumahai 
Fur artist: Amy Vaughan 
Fur artist: Kala Harrison 
Fur artist: Emily James 
Foam runner: Steve Katz 
Mould shop: Luke Brown 
Mould shop: Nathan Larsson