Beef has been that poor kid left in the bleachers. Pretty much every diet, food group fad and eating fashion has NOT picked beef for its team.
BMF is offering up some plain speak about beef’s health credentials to increase its chances of getting chosen for tonight’s dinner, “You’re better with beef.”
And there’s a strong ad idea to go with it: Life is seen as a sports competition and beef is understood to be the fuel that gives you a competitive edge.
Kudos to director, Kim Gehrig and production company, Revolver. The message could not have been delivered with more oomph.
Andrew Howie, marketing manager at MLA, noted, “We want to remind busy working families about the benefits of eating beef. These families make up one third of Australian households and spend more than $2 billion on beef each year and we know they have a strong emotional desire to feed their families healthy, satisfying meals.”
So the launch TVC incorporates real audio from some of the Australia’s most famous sporting moments – like Cathy Freeman’s gold medal at the Sydney Olympics and Ian Thorpe’s 200 metre freestyle world record in 2000, with Gehrig’s (the people director’s) storytelling in pictures.
Cam Blackley, executive creative director at BMF noted, “The chance to reframe an Aussie icon like beef as the ultimate life fuel is one of our proudest moments. We are looking forward to developing this brand idea over the coming years.”
From this weekend the 60 second launch commercial will screen on free to air and subscription channels with seasonal and tactical executions to follow. It will be hugely supported by outdoor executions, radio, social media and in-store activities.
Creative credits:
Executive creative director: Cam Blackley
Creative director: Justin Ruben
Art director: Ryan Fitzgerald
Copywriter: Jim Curtis
Strategic planner: David Warren
Designer: Lincoln Grice
Agency producer: Jenny Lee-Archer
Sound producer: Katrina Morelli
Art buyer: Basir Salleh
Print producer: Jane Gower
Director: Kim Gehrig
Production company: Revolver
Executive producers: Michael Ritchie & Pip Smart
Producer – Pip Smart
DoP: Germain McMicking
Production design – Steve Jones-Evans
Post production – Method Studios
Editor – Peter Sciberras & Method Studios
Music: Original track, JOY by Apollo 13 through Level Two Music
Sound design: Tone Aston @ Rumble
Sound Production: Katrina Morelli
