You just know that an agency called SICKDOGWOLFMAN is going to aim for creative that’s left of centre. Earlier this year, the agency gave Australia’s class ice cream, Drumstick, a new platform, Classic. It’s unexpected in being absolutely obvious.
But the work is really fun, a broadcast commercial and social series built on local understanding. Cringe and laugh in equal measure. In the case of the social series, which turns out to be the highlight of the campaign, that’s cringe and laugh – so loud and so long.
The campaign is built around the classic Aussie road trip, a tradition as Aussie as it gets. Endless highways, pointing at cows, leg-stretching servo stops, and, often, a series of blame-poking wrong turns.
The hero commercial, directed by The Producers director, Mitch Kennedy, follows a family whose road trip has gone spectacularly off-track. It’s warm, relatable and funny.
The social series, Classic Servo Reviews, is warm, relatable and utterly hilarious. Georgia McCudden shares her hot takes while visiting some of Australia’s most eccentric servos, from Bulga in NSW to Ballandean in Queensland and Batesford in Victoria. Her sharp commentary uncovers the strange and wonderful treasures that turn ordinary pit stops into memorable adventures, from knitted dunny roll dollies to fly-covered thongs.
The campaign introduces Drumstick’s Road Trippers range, (a clever tie-in) inspired by two of the nation’s most loved ‘big things’, with flavours including Rocky Road (a nod to the Big Rocking Horse in the Adelaide Hills) and Banana Caramel (a salute to the Big Banana in Coffs Harbour).
Jess Wheeler, creative director at SICKDOGWOLFMAN, stated, “We’ve been in love with this platform since it launched because of its ability to build narratives around modern Australian culture, and who doesn’t love a classic road trip? Whether you’re a stone’s throw down the highway or travelling all the way interstate, the servo stop for a Drummie is always a mandatory part of the schedule. As is getting horribly lost. I once had to walk through a farm and pay a guy $20 to siphon some petrol out of his truck. A story for another day.”
Carla Loucas, marketing manager at Peter’s Ice Cream, added, “Drumstick is all about celebrating those classic Aussie moments, and nothing feels more Australian than loading up the car, hitting the road and finding joy in the journey. The Road Trippers range with our new Rocky Road and Banana Caramel flavours, brings that feeling to life. The team at SICKDOG and The Producers have knocked it out of the park once more.”
The campaign is running across TV, out of home, digital and social channels.
Credits:
Client: Peters Ice Cream
Head of Marketing: Andrea Hamori
Marketing Manager: Carla Loucas
Brand Manager: Michael Dib
Creative Lead: Damian Kelly
Agency: SICKDOGWOLFMAN
Business Director: Jarrick Lay
Creative Directors: James Orr & Jess Wheeler
Design Director: Jake Turnbull
Senior Copywriter: Siobhan Joffe
Art Director: Leonie Duff
Copywriter: Tremayne Gary
Account Director: Victoria Concha
Account Manager: Tish Wiseman
Agency Producers: Nick Livingston & Amy Simmons
Production Company: The Producers
Director: Mitch Kennedy
Executive Producer: Tanya Spencer
Producer: Georgia Rankin
DOP: Tony Luu
Casting: Studio P
Post-Production: Manimal
Post Producer: Crystal Nash
Colourist: Trish Cahill
Online: Ryan Brett
Sound Design: Production Alley
