BWS’ new ad says 'take your time'—even if you’re already late

Ah, the classic 'on my way' fib—a universal experience that every creature, including woodland ones, knows all too well. It’s that moment when you tell your friends you’re en route, but in reality, you haven’t even put on your pants or stopped scrolling through Instagram in bed. It’s a shared phenomenon that BWS—one of Australia’s top bottle shop chains—has cleverly turned into an ad, capturing the humour and chaos of almost getting ready.

BWS’ latest campaign under its Refreshingly BWS platform, developed by BMF, encourages Aussies to take their time with their pre-party rituals—whether they’re preparing, procrastinating, or somewhere in between. The idea is that with BWS’ convenience, those 'on my way' moments are covered, ensuring drinks are easily accessible whenever the time comes to head out.

In the ad, we see a man lounging on the toilet, doom-scrolling on his phone and messaging his friends that he’s 'getting ready'. But getting ready, it turns out, is more of a vibe than an actual state of preparedness. From the toilet, he goes on to all manner of distractions: Strutting on the treadmill, playing a mini wind instrument, blow-drying his clothes, spraying cologne, and even sipping wine and eating cheese—all while texting his mates that he’s 'two seconds away'. This bloke’s definition of 'on my way' is clearly… flexible. Eventually, he does make it to BWS to pick up a six-pack before finally heading to the party, leaving us to wonder—should he ever have rushed at all?

Ann Le, head of brand marketing at BWS, doesn’t think so: “We all know the lead-up to a night out can be just as fun as the event itself. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night—getting ready!”

The campaign, backed by media strategy and buying from Carat, is being rolled out across TV, out-of-home (OOH) placements, radio, digital platforms, social media, and in-store ads. 

Ad Nut has to admit, this campaign works because it’s painfully relatable. Even squirrels know that last-minute panic of scrambling for a decent gift en route to a gathering, tail fluffed up with guilt over showing up late and empty-handed. BWS has absolutely nailed this universal experience, and that little 'on my way' jingle? It’s now lodged firmly in Ad Nut’s brain (good luck getting it out anytime soon).

Relatable ads are notoriously tough to pull off. You’ve got to find just the right character—someone who feels genuine enough to make us all nod in recognition. The tone has to be spot-on: Humorous but not over the top, a touch self-aware without being overly gimmicky. In this case, it’s a hit. Somehow, the actor’s charm and humour strike exactly the right notes, making the 'I’m nearly there' fib come to life in all its barely-dressed, wine-sipping glory.

The work shines because it taps into an experience we rarely articulate, yet most of us know well. Who hasn’t white-lied about being on the way while still miles from ready? By portraying this familiar scenario, BWS almost destigmatises the shared, slightly guilty pleasure of taking one’s time before arriving fashionably late, drink in hand.

In the end, it’s fun and simplicity that bring this ad home. So, whether you’re still 'on your way' or simply on the way to getting on your way, they seem to understand the drill. Now, if you’ll excuse Ad Nut, it has some pre-party prep to attend to… probably best not to ask how long it’ll take.

CREDITS

Client: BWS
Creative agency: BMF
Production company: Exit Films, Photoplay
Director: Stefan Hunt, Exit Films
Media agency: Carat Sydney

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.