The Monkeys’ new campaign for Australian Beef for Meat & Livestock Australia (MLA) relies on very Aussie humour, its loveable protagonist, Lance, talking himself up as “The General,” juxtaposed with visuals that show the reality of his role, general assistant. Through the humour, the commercial shows how productive you can be when beef is part of your diet. Even if Lance’s high performance occurs behind the scenes rather than on the field, he is nonetheless a human dynamo.
The mockumentary was directed by Al Morrow from Rabbit. The Brisbane Broncos’ players are real.
Nathan Low, general manager of marketing and insights at MLA, commented, “Beef provides us with so many of the necessary vitamins and minerals essential to keep our bodies healthy in one simple package, and we wanted this campaign to show how Lance and his friends at the Broncos really are better on Beef and the role nutrition plays in performing at your best regardless of whether you’re an elite athlete or just helping out behind the scenes.”
Scott Dettrick, creative director at The Monkeys, added, “Nutrition and performance go hand in hand, but we can’t all be professional athletes. We can however all benefit from what Beef has to offer. In this campaign, we show through the Broncos extended team, that beef can help anyone achieve their greatness, whatever that may be.”
The TVC is running nationally on free-to-air channels, Nine & Seven, supported in YouTube, BVOD, Facebook & Instagram, and across retail OOH channels.
Credits:
Client: Meat & Livestock Australia
General Manager – Marketing and Insights: Nathan Low
Domestic Market Manager: Graeme Yardy
Campaign Consultant: David Rebetzke
Senior Brand Manager: Tim Lau
Assistant Brand Manager: Krystina Batt
Creative Agency: The Monkeys, part of Accenture Song
Group Chief Creative Officer and Co-Founder: Scott Nowell
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Creative Team: Emmalie Narathipakorn & Seamus McAlary
Head of Production: Penny Brown
Senior Producers: Kaija Wall & Elliot Liebermann
Group CEO & Co-Founder: Mark Green
Managing Director: Matt Michael
Business Strategy Director: Kit Lansdell
Head of Business Management: Topher Jones
Senior Business Director: Lucy Baynes
Senior Business Manager: Mitchell Bevan
Production Company: Rabbit
Director: Al Morrow
Executive Producers: Alex Hay & Lucas Jenner
Associate Executive Producer: Marcus Butler
Producer: Morgan Hind
DOP: Peter Eastgate
2nd Unit DOP: Jason Hargreaves
Production Designer: Jon Dowding
Casting: Danny Long
Edit House: ARC
Editor: Drew Thompson
Executive Producer: Daniel Fry
VFX: ARC
Colourist: Ben Eagleton
Music & Sound: MassiveMusic
Sound Design: Simon Kane
Producer: Katrina Aquilia
Media Agency: UM
PR Agency – One Green Bean
