Thinkerbell: Menulog disrupts State of Origin 2 with Wendell Sailor doing nothing much

Menulog launched its new Katy Perry ad during Game #1 of State of Origin, the ferocious annual rugby clash between New South Wales and Queensland. There was a bit of a fracas. Hardcore rugby fans were not exactly thrilled with the superstar disrupting their game.

So for game #2, Menulog wanted to have a bit of fun and take things in another direction with a series of deadpan ad spots playing throughout the match. During the game on air on Sunday evening, June 26, Menulog released a series of ads show footy legend, Big Dell (aka Wendell Sailor) doing mundane things at home. The idea came from Thinkerbell.

Sailor was on full display through a series of everyday activities, including brushing his teeth, reading King of the Wing and having a snooze. The feedback was instant online and far more congratulatory this time, with many singing the praises of Menulog’s reaction including:

I must say, the Menulog ads during State of Origin game 2 are absolutely magnificent! 🤣 @Menulog. Whatever team created these ads needs a raise, honestly! (link)
The new @Menulog ads are pure ART. Well played @RealBigDell, well played @Menulog. (link)
Fair play to Menulog for having some fun after all the complaints about the Katy Perry ad last Origin (link)

Simon Cheng, marketing director at Menulog Australia, stated, “We may have slightly overcooked it for footy fans with our advertising during game 1 of State of Origin. But we get it…the fans tune in for some great footy. Our Katy Perry ad is definitely not going anywhere and Aussies can expect to see and hear it many more times, but for game 2 of Origin, we wanted to give them something a little closer to home with a bit of Wendell.”

Adam Ferrier, chief thinker at Thinkerbell, added, “We admire brands who have a bit of fun at their own expense. We loved helping Menulog get involved in the conversation and deliver something bloody unexpected.”

The campaign has been supported via earned media and social.