Sometimes you inherit something when you take on a brand that isn’t a “great ad” opportunity. The Monkeys inherited BCF’s jingle. The agency has, however, updated the song and built around it a story that’s delightfully full of human humour. It’s a great retail ad. The new ad also shows why BCF matters to an outdoor adventure, a first for the brand, which had traditionally touted “BCF-ing fun” and more recently, “BCFing ‘guns’”. It shows how things can go wrong in the outdoors without the right gear and expertise.

Ant Keogh, chief creative officer, The Monkeys Melbourne, explained, “On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF.”

The campaign will appear on TV, online, radio, in-store with additional content on BCF owned channels as well as extending across the summer retail calendar.

BCF general manager of marketing, Ben McConnell, stated, “Every Aussie has their own outdoor mishap that becomes a family legend. They’re the kind of stories and advice we help our customers with every day. Bringing them to life in this way is our collective ode to the great outdoors.”

The new campaign builds on the brand’s Be A BCFing Expert platform. The retailer has spent the past three years transforming its in-store customer experience and staff training programs around Expertise.

Mike Derepas, head of planning, The Monkeys Melbourne, commented, “Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise. Their commitment to the platform makes their campaigns work harder each year.”

The TVC was directed by The Bobbsey Twins via Finch.

Credits:

Agency: The Monkeys, part of Accenture Interactive

Chief Executive Officer, Melbourne: Paul McMillan

Chief Creative Officer, Melbourne: Ant Keogh

Head of Planning: Mike Derepas

Copywriter: Hugh Gurney

Art Director: Joe Sibley

Head of Production: Romanca Jasinski

Producers: Jacqui Walker & Katie Wellbelove

Group Content Director: Jaimee Kerr

Content Director: Jantine Wigboldus

Account Executive: Ella Papilion

Production Company: Finch

Director: The Bobbsey Twins

Executive Producers: Loren Bradley & Corey Esse

Producer: Cath Anderson

DOP: John Toon

Post-Production: Arc Edit

Editor: Peter Sciberras

VFX Artist: Eugene Richards

VFX Supervisor: Richard Lambert

Colourist: Martin Greer

Music: Electric Dreams

Sound Design: Squeak E Clean

Photography: Jesse Smith

Client: BCF

General Manager Marketing: Ben McConnell

Studio Manager: Bridget Buckley

Creative Lead & Graphic Designer: Andrea Lukacz