“Naughty but good”: Gruen-winning ad gets highest praise – from the copywriter’s mum

July 4 2025, 12:44 pm | BY Ricki Green | No Comments

Winning over the Gruen panel is no easy feat – but for creative agency The Reactor, the real review came via text from copywriter Chris Taylor’s mum: “Naughty but good. Everyone voted for it.”

 

Teaming up with Guilty Content, Director Tracey Hayes and Producer Tori Schaw, The Reactor took out the win in The Pitch segment, answering the brief: convince Australians to privatise our beaches.

“We just wanted to make something that felt funny and true and Guilty Content were the perfect partners in crime. Nothing was off limits, and there wasn’t a can’t among them,” says Nick Brown, Creative Director at The Reactor.

“Naughty but good”: Gruen-winning ad gets highest praise – from the copywriter’s mum “Naughty but good”: Gruen-winning ad gets highest praise – from the copywriter’s mum

Agency: The Reactor
Creative Director: Nick Brown
Director of Strategy: Angus Smallwood
Copywriter: Chris Taylor
Art Director/Designer: Angelica Rowe
Graphic Designer: Luke Rigby
Graphic Designer: Nathan Tighe
Account Manager: David Alagna
Account Manager: Poppy Oliver

Production Company: Guilty
Director: Tracey Lee Hayes
Producers: Victoria Schaw & Jason Byrne
DOP: Alex Naughton
1st AC: Harry Huggins
Cam Assist: Issac Brooks
Elex: Tom Tramonte, Doug MacGregor
Hair & Make Up: Maria Gullace
Costume: Hailey Scott
Stylist Assist: Billee Byrne
Sound Recordist: Ahmad Sayed
Production: Jack Davies, Bethany Whitmore, Rory Trobbiani, Ella Tamblyn

Post-Production:
Editor: Thanassi Panagiotaras
Colourist: Thanassi Panagiotaras
Sound Design: Matt Redmond @ Abe Studios

Cast:
Cheryl – Bev Killick
Craig – Nick Capper 
Steve – Mitchell Brotz 
Isabella – Celina Lazarus 
Dorothy – Maureen Andrew
Dylan – Broni Lisle
Drew – Troy Larkin
Dog – Poop
VO Artist – Angus Smallwood