Dare Iced Coffee launches new ‘Brain Fail Tales’ campaign via Hardhat
This is the Brain Fail Tale of Anonymous Vomitus.
No matter the idea, the agency or client
When an ad was posted, his fingers couldn’t keep quiet.
They itched to write a comment, something clever, but cruel
“Been done before hack – go back to Award School”
This post was no different, Anonymous Vomitus thought
A guy talking to camera, out of 10, this gets nought!
He fired off his comment, eager to cause some pain
But he was typing without thinking, and mistakenly revealed his real name.
When your tale’s lost the plot, a Dare fix’ll fix it! ‘Brain Fail Tales’ is the new campaign for Dare Iced Coffee from independent creative agency, Hardhat.
The series of films have launched on social and digital channels and will roll out over the coming month.
Says Anne Scott, brand manager – Dare, Bega Dairy and Drinks: “Dare has a brand purpose centered on mental clarity and Dare is on a mission to fix those daily brain fails, no matter how big or small. We’re excited to share a campaign that shows exactly why Dare is a leading Iced Coffee brand in Australia.”
Says Glenn Dalton, executive creative at Hardhat: “Dare has a one simple brand story to tell – A Dare Fix’ll fix it – but many ways to tell it. We’ve all told stories that start strong but then end, well sometimes without an ending. And if anyone can help put some sense back into our sentences, it’s a little man, reading a big book, sitting in a leather chair on the famous pile of Dare Iced coffee beans.”
Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani. The agency, now a team of 40, builds brands through a combination of creativity and behavioural insights.
Bega Dairy and Drinks
Anne Scott – Brand Manager, Dare
Simone Formisano – Senior Brand Manager, Dare
Anne Dowsley – Head of Marketing, Milk Beverages
Hardhat
Glenn Dalton – Executive Creative Director
Andy Segal – Creative Director
Chris Hince – Creative Director
Char Wren – Head of Production
Jacob Dealy-Hewitt – Account Director
Production Company: Positive Ape
Jason Byrne – Executive Producer
Michael J Lutman – Director
Front of House – Sound
31 Comments
This is not.
What happened to Dare’s tone of voice? This is boring af. What young audience is going to have a chuckle at some lame poems. Oh but Hardhat probably dug up some pissweak “behavioural insight” and sold it in
Bloody love it!
Wonderfully written, witty and memorable.
Nice work.
🙂
Nice extension of a great campaign
doesn’t take Hardhat long to get onto the comments section and defend their work
DARE COFFEE dont have taste real coffee flavor on plastic , the real coffee need to preserve in glass and natural . Australia dont have a history on diversity
Elements and only copy of italians or American simple coffee traders. Vietnam.colombia Brazil. Blend coffees dont make richs you coffee as long you mix Africans coffees or Dominican or Haity venezuelan coffees .
You want real Ice coffee try Cafe Ole from.Mexico real coffee not low blends expensive prices from starbucks .
Look for real coffee not low quality sold on advertisement
But i used to love these:
https://www.youtube.com/watch?v=ivzyCgj6j88
The previous ads were actually worth watching, and no one likes watching ads. Why throw away a formula that was working?
Brilliant. Thank you for reminding me how great this ads were. Cheers.
Don’t over cook the praise next time!
You drinking should me have been
These new ads were lame. They should make an ad where the team was planning to make these new lame ads, then they all went out and had a Dare Coffee, then came back to the office and made the awesome ads they used to make.
how these are utterly forgettable.
The “creative directors” needs to drink more dare and remember what a shite idea looks like.
Funny these are not
For this generation
An unoriginal campaign
That didn’t warrant creation
….
Why would you blow a reasonably sized film budget on some long form videos? Poems too, seriously? This is 2021. Make it interactive and relevant for the audience. But I guess this is what you get when a few old codgers are the ones being credited.
Atrocious ad
Might help with your brain fail
Forgetting someones name is *potentially* funny.
These….. these are not good.
Great social campaigns deserve recognition and praise but if this is just some boring shorts that live and die on social, why do we care?
No good.
These are great! Don’t listen to all this negativity. Showed them to my partner (who isn’t in advertising) and he laughed. So, job done.
Love the old, ‘isn’t in advertising’
and they’ve chosen a very dull one.
And calm down people. What an overreaction to a pretty harmless campaign.
Callum Murray haha haha now that’s memorable
Ironic that a press release that has a tongue in cheek caption about CB comments is getting rinsed. Maybe spend more time thinking of clever ideas and less about how you PR it.
Fail
seriously dad jokes, bad ones at that.
For what it’s worth, I thought these were really well written. Perhaps the examples chosen to represent foggy brain were a little too ‘easy’, but I really enjoyed the rhythm and delivery. Well done to the team!
Your coffee tastes bad. You won the ad campaign. You won. Just make your triple shot taste like coffee you don’t need milk ffs.