Jingles are back in fashion. Like them or loathe them, they’re cropping up in ads throughout the world in all their cheesy glory. Australia’s newest entry into the collection is by M&C Saatchi for Steggles. It’s a song for the unsung heroes of Aussie families. That’s neither mum nor dad – nor any of the usual advertising heroes. It’s Steggles.

The 60-second and 30-second launch TVC spots were directed by awarded Revolver director, Matt Devine, and sung by comedian Mark Bonanno. It will be supported by a range of 15-second cut-downs, a series of high impact large format OOH placements, bus wraps and a social campaign with karaoke-style sing-a-longs, bonus footage not seen in the TVC and a few more surprises.

“We had to do something bold to cut-through and to reignite latent love for the Steggles brand with Aussies. This campaign is confident and cheeky, acknowledging that Aussie parents are the true heroes, but just this once Steggles chook is having its moment in the spotlight,” stated Yash Gandhi, head of marketing at Steggles

“We wanted to play off the love that’s usually shown for actors in food commercials; turn the tables on them and give the bird its 15 minutes of fame in all media channels. There’s something about making the underdog a hero that’s appealing to middle Australia and we think they are going to have a chuckle at the campaign, maybe hum the TVC too,” added Cam Blackley, chief creative officer at M&C Saatchi Sydney.

Credits

Client: Steggles (Baiada Poultry)
Head of Marketing: Yash Gandhi 
Marketing Manager: Shawn Stevens 
Assistant Brand Manager: Brad Fisher

Agency: M&C Saatchi
CCO: Brad Fisher 
Creative Director: Sharon Edmondston 
Copywriter: Jason Leigh 
Art Director: Melissa Hawkett 
Group Strategy Director:Catherine Mellon 
Group Head: Ben Greenslade 
Senior Account Director: Laura Jones 
Account Manager: Stacey Roper 
Account Executive: Ingrid Williams 
Senior TV Producer: Sarah Cowen 
Integrated Producer: Vanessa Fernandez 

Production Company: Revolver
Director: Matt Devine
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Max Horn
DOP: James L Brown
Editor: Graeme Pereira @ Arc Edit

Sound: We Love Jam
Composer: Hylton Mowday 
Sound Designer: Andrew Stevenson 

Post Production: Resolution Design
Producer: Caroline Foley 
Creative Director: Tim Dyroff 
Executive Producer: Amanda Cairns-Cowan 
Flame Artist: Doron Man 

Online Editor: Etienne Ancelet 
Colourist: Ben Eagleton 

Stills Production: Photoplay
Photographer: Chris Budgeon
Producer: Alison Lydiard

Social & Digital: Hardhat 
Executive Creative Director: Glenn Dalton 
Art Director: Isha Brown 
Copywriter: Molly Robertson 
Social and Content Manager: Jess Davis 
Client Services Director: Alice Tschuchnigg 
Senior Account Manager: Nicole Correia 
Producer: Lucy O’Rourke 

Media Agency: HYLAND Havas