The Monkeys & rebel: Sport versus life’s stresses (sport wins)

rebel’s new campaign by The Monkeys has the (apparently) requisite runner, but it does have a unique twist. She has all of the day’s jobs and cares on her shoulders (literally – well, metaphorically – they’re represented as people, but they are hanging onto her) until her run makes them drop off.

The commercial dramatises the feeling that sport provides as an escape from the everyday, a stress reliever, a way to thrive. The timing of the idea is perfect. It has been one hell of a year for people’s wellbeing.

The campaign film was directed by Hamish Rothwell of Good Oil, and the campaign, Sport is Calling, will run nationally on television, social, digital, ambient and across out-of-home advertising.

The Monkeys Melbourne chief executive officer, Paul McMillan, commented, “Sport plays an incredibly important role in all of our lives. Whether it be participating, or supporting, it can help to improve our physical and mental health. The new rebel campaign is a call to arms for all Australians to get involved.”

Jenny Gulliver, rebel general manager customer and marketing, added, “We’re proud and excited to launch our distinctive brand campaign which has the ability to build a stronger emotional connection between Australians and their sport.”