In our responsible drinking campaign for the NRL and Bundaberg Rum, we celebrate Australia’s unsung footy hero – the waterboy.

Starring North QLD’s real-life waterboy Ash Graham, the ad reminds fans that just like their favourite players – they too need water breaks to stay in the game.


Shot on location during a live NRL match at 1300SMILES stadium and set against the backdrop of rural North Queensland, our Waterboy passes burning cane fields, suburban streets and country pubs on his mission to hydrate thirsty NRL fans.

The campaign launched during the first NRL final in 2019, between the Sydney Roosters and South Sydney Rabbitohs.

4 // part social media content series

5+ // mentions in top-tier press

Including: Mumbrella, B&T, AdNews, The Spirit Business and

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15 Years of Fame