Shooting at Wayward Beer Co. to produce a 30s spot highlighting the lack of television commercials promoting beer for women? A thousand times yes.

It was a serious challenge. The brand is a bar, beer and upon spending some time there you’ll appreciate it’s also a feeling. Corny, but it’s true. It’s an incredibly relaxed place.

What was so challenging? It’s something no-one at Wayward would think twice about — women drinking, and loving, beer. So how do you say, “women drink beer, but we know that and don’t think about it, because it’s not something we’d think twice about, but we want to make an ad about it, because it is crazy there’s virtually no beer ads directed at women”?

Well, it’s basically, “what?”, right? What’s the big deal? What are we talking about this for? “What the fuck is a girl’s drink”? That’s what we thought, so we ran with it. We knew the results were probably going to mixed, but we had to be true to the brand. Not a frame of what we made was off-brand, and I’m proud of it.

I was pretty passionate about the anti-climax, because it was true to where Wayward’s feelings were about it all. I truly felt that it the results were normalising of the ‘issue’ of women having a beer — because there isn’t one. Women drink beer.

The issue is no one is trying to advertise beer to women… so what are you waiting for?

Joshua Lundberg is a Writer and Director at Barking Mouse®, and co-Founder along with Producer Georgia Woodward. Together they create films, web series as well as commercial and corporate content for clients.