Lager brand Foster’s lifted a half-ton camper van 2,000 feet into the air by hot air balloon to mark the launch of reality TV series Helluva Tour.
The series, which was created by Channel 4 and agency Adam & Eve DDB, is available exclusively on catch-up service All 4 as part of the Foster’s Original Comedy on 4 sponsorship deal.
Comprising 10 five-minute episodes, it follows a group of four strangers travelling from London to Australia in a Bedford Rascal camper van.
“We’re really excited about the Foster’s Helluva Tour, a unique adventure not just for those in the campervan but also for those tracking their progress on television and at home,” said Ifeoma Dozie, brand director at Foster’s owner Heineken UK. “This is an epic, once-in-a-lifetime journey and our awesome foursome, with their ‘why the hell not’ attitude, will have experiences to remember forever.”
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