There’s a new brainworm jingle in Australia, with thanks (or perhaps, apologies) to Devo. MyDeal It!, channels Devo’s Whip It, and the jingle comes with a jiggle as a dance move to cement it in Aussies’ brains.

The campaign created by 72andSunny aims to give Australians the MyDeal feel, the company stated. It follows MyDeal’s new brand identity two months ago and underlines MyDeal’s mission to promote the platform’s positive ecommerce experience –  the feeling of happiness and joy when finding a great product and brand at a great price.

MyDeal’s chief marketing officer, Ryan Gracie, commented, “Every day thousands of shoppers need it, want it, MyDeal it; that’s what makes MyDeal one of Australia’s leading online marketplaces. With over six million home and lifestyle products and close to one million active customers, MyDeal delivers a great shopping experience and that’s what we wanted to capture in this campaign – it’s that MyDeal feel. 

“72 and Sunny only won the account on September 3, so building the campaign became a race against time. Final production finished up on Friday, October 22, and the TV ad first aired on prime-time television on Sunday evening, October 24. We can’t thank the 72andSunny team enough for the creativity and hard work that went into making something great.”

Gracie added, “We aren’t the first and won’t be the last to recognise how perfect Devo’s track, Whip It, is. The energy and the emotion this song conjures up fits perfectly with what we want our customers to feel. We want to put a smile on the faces of Australian shoppers, not just by offering a great product at a great price, but throughout the entire shopping journey. We want them to give a little shimmy, move their shoulders, crack a grin and feel good about shopping with MyDeal.”

With both New South Wales and Victoria in lockdown, the entire creative process from pitch to production was completed via video conferencing with MyDeal’s Melbourne team and 72andSunny’s Sydney creative team working together remotely. 

“Online shopping plays a special role in people’s lives, even more over the last couple of years. It’s an incredibly emotional experience that literally fills us with joy – releasing dopamine when we find something we like, especially at a great price. We wanted to bring that feeling to life,” commented Luke Martin, executive creative director, 72andSunny.

Credits:

Client: MyDeal
Chief Marketing Officer: Ryan Gracie
Head of Brand & Loyalty: John Barkle

Creative Agency: 72andSunny Australia
Production: Rolla Films
Sound & Music Design: Otis Studios
Media: Ryval
Campaign Management Consultants: Trinity P3