Callum Murray, You've Got Hipsters - Dare Cold Pressed | Clapboard Ad Archive

Callum Murray, You've Got Hipsters from Dare Cold Pressed and AJF is an incisive entry in Australia's drinks (non alcoholic) sector, targeting the premium cold-pressed beverage market by reframing the contemporary urban hipster as both a cultural symptom and a market opportunity. The campaign’s core idea—a protagonist grappling with the figurative affliction of ‘having hipsters’—operates as a smart metaphor for the ubiquity and sometimes fatiguing omnipresence of trend-driven lifestyle choices among modern consumers, positioning Dare Cold Pressed as the discerning antidote to superficiality in a crowded category. By tapping into a distinct cultural moment and deploying a satirical lens, the creative harnesses the social shorthand of hipster culture as a symbol for broader anxieties around authenticity and consumerism, a move that sits squarely in Clapboard’s FORMAT#3—Symbolize the Problem taxonomy, wherein the issue is rendered as a relatable symbolic presence rather than a literal demonstration. The film-based campaign avoids direct endorsement or lifestyle demonstration, opting instead for a narrative in which the protagonist must contend with the quirks and cliches of the hipster archetype, with Dare Cold Pressed emerging as the authentic, premium lifestyle alternative that cuts through the artifice. This aligns the brand not only with quality and craft but also with a knowing wit that invites the audience to self-identify with—or gently mock—the passion for artisanal consumption, enhancing emotional engagement and encouraging social sharing among a young, discerning audience. In a market where peer brands like Nudie’s Cold Pressed and Pressed Juices court wellness and authenticity through minimalist purity, Dare Cold Pressed carves out differentiation by pairing product credentials with cultural commentary, extending beyond health to reflect taste and self-awareness. The use of humor, lifestyle cues, and dynamic storytelling leverages the film medium’s strengths, reinforcing the brand’s alignment with modern urbanity while staying grounded in a regional Australian context that feels both specific and aspirational. With a campaign score of 63/100 in Clapboard’s global creative archive, the initiative demonstrates the ongoing value for drinks brands in using cultural symbols and analogies to connect with audiences increasingly fluent in—and sometimes weary of—lifestyle messaging. As more brands chase authenticity and cool in the food and drink space, Callum Murray, You've Got Hipsters stands as a reminder that relevance is best achieved by acknowledging consumer fatigue and channeling it into clever, resonant storytelling.