It’s very Aussie to ask a mate. When it comes to tech and electronics, most Australians seek out advice from their more technically minded friends and family. Jaycar Electronics is putting its hand up as the better option. Because they’re experts. With over 130 stores across Australia and New Zealand, no one is better placed to help with everything from tech and electronics than Jaycar.

Special’s campaign for the brand recommends that Australia, Just Ask Jaycar – with a little Aussie humour thrown in. The campaign aims to make these unsung heroes of tech the go-to place for everyone.

Caroline Viska, CMO of Jaycar, explained, “For far too long we have been the best kept secret in retail –known only to a niche, technical customer. Thanks to the amazing team at Special Australia things are about to change, we’re broadening our offer to a wider range of consumers and ensuring people know exactly where to go with their technical questions.”

Letizia Bozzolini & Justin Butler, creative directors at Special, commented, “We all have a nerdy friend who politely, but perhaps unwillingly, helps us with tech problems. This campaign is their slightly awkward moment in the sun, where they finally work up the courage to say, Just Ask Jaycar.” 

Viska added, “For those of you that know us, supply us, or shop us, I think you will find that the campaign nails the ‘human truth’ and essence of us.”

The campaign will run across TV, OOH, social, and digital.

Credits
Client: Jaycar Electronics
CEO: Chris Wilesmith
CMO: Caroline Viska
Group Marketing Manager: Alain Sandler

Creative Agency: Special
CEO & Global Partner: Lindsey Evans
CCOs & Partners: Julian Schreiber & Tom Martin
Chief Strategy Officer & Partner: Dave Hartmann
Creative Directors: Justin Butler & Leti Bezzolini
Creatives: Sophie Aitken & Edwin Concubierta
Head of Design: Adam Shear
Design Director: Sabine Schwartz
Designer: Maggie Webster
Head of Film & Content Production: Sevda Ćemo
Senior Producer: Sevda Ćemo
Team Lead: Gill Russell

Media: Pearman
Group Business Director: Tara Lamond
Senior Account Manager: Marta Kozlowska

Brand Strategy Lead: Nate Vella @ Bench Media

Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Llew Griffiths
Producer: Linzee Rose
DOP: Campbell Brown
Art Director: Sam Lukins
Post-Production: The Editors
Offline Editor: Mark Burnett
Online Editor/Colourist: Matt Fezz
Post Producer: Bella Key
Sound & Music: Rumble Studios
Executive Producer: Michael Gie
Composer: Rino Darusman
Sound Engineer: Tone Aston

Casting: Byrne Creative