Greyhound Australia gets the show back on the road with Nollsie in new campaign via Rumble
Greyhound Australia has announced its official return to service and new brand platform, ‘Feel the heart of Australia’ through an epic online campaign created by Rumble and fronted by Shannon Noll, belting out his noughties’ banger ‘Drive’.
The hero video, supported by a series of BTS pieces, sees a couple as they contemplate visiting a far-flung relative, only to be surprised by the heartland hero himself. From here, things make an obvious progression to absurdity.
Says Michael Leard, marketing and communications manager, Greyhound Australia: “Beyond the campaign’s tongue-in-cheek humour, at its heart, it’s about reconnection and supporting regional towns that have done it tough over the past few months. Just like all Aussies, we’re excited to be out on the road again and keen as mustard to bring joy to Australian journeys.”
The campaign marks a shift towards a more jovial, light-hearted personality for Greyhound Australia.
Says Bec McCall, associate creative director, Rumble: “Feel the heart of Australia represents more than just passing landscapes and iconic destinations. It also embraces the unique characters and richness of personality that call this country home, including the people who are part of the Greyhound team. Being 6 years junior to Vegemite, GHA is a brand deeply connected to the Australian story.”
Says Alex de Waal, CEO, Greyhound Australia on partnering with Shannon Noll: “Shannon has this wonderful true-blue Aussie appeal that bridges city, coast, and country. He’s also a top bloke. Two great Aussie brands together at last – I’m excited about the places our partnership will take us in the future.”
The campaign is in market now, with retail and supporting activity to follow.
Client: Greyhound Australia
CEO: Alex de Waal
Marketing and Communications Manager: Michael Leard
Digital Communications and Production Manager: Saira Manns
Graphic Designer: Elysia Vun
Creative Agency: Rumble Strategic Creative
Creative Founders: Nancy Hartley, James Burchill
Associate Creative Directors: Bec McCall, Rhys Venning
Account Director: Nikita Baynes
Account Executive: James Goodrich
Production/Post: Light + Shade
Director/DP: Josh Zaini
Producer: Emma Horne
2nd unit DP: Matt Bamkin
Camera Assistant: Aaron Bottero
Gaffer: Ben Russel
Sound Recordist: Dean Ganter
Stills/Drone: Jeff Camden
MUA + Hair: Jane Heta
Safety Coordinator: Jimmy Christiansen
Production Assistant / Data: Carmen Bensley
Head of Post: Rohan Cooper
Head of VFX: Jono Shaw
Production liaison: Katrine Bowman
Music:
‘Drive’ performed by Shannon Noll
‘Drive’ Publisher: Universal Music
Music licensing: Music Mill
17 Comments
Fair crack nolsey you dirty spud you, bloody love the ad! While I got you, could you return my VCR tapes of home an away season 1, me an the misses want to start watching it from the start, anyway old cob I best be going hooroo. Xoxo hugs n kisses
Best ad i’ve seen all year! Rumble on cobs 🙂
bloody hell nollsy you cheeky barstool, the camera loves you mate. speaking of, mind if i grab that set of ken done coasters i lent ya last chrimbo? got the in-laws round this weekend and the old fella loves a cold one (or 9!). anyhoo, keep up the transformative brand work roota see ya round like a doughie x
Now that’s how to advertise to Aussies.
Rhys and Bec are actually very talented actors
This works really nicely. Well done to all involved!
The best!! Still laughing. Good one Becky & Rhysy
What a hero! The only Aussie to have a bit of facial hair named after him.
it is nothing. and your book is empty.
From the city to the what? Misogynistic garbage with no idea. Flat, awkward, empty, hollow. Other than that, these are great!
Brilliant tone and timing. Well done to all involved.
Awesome collab by Rumble, Greyhound and the great Nollsie himself. Great to see a brand that trusts the agency its agency to do right by them.
Bet that’s not the first time you’ve gone doggystyle ay, ya mongrel. Yeah nah, just stroking ya soul patch cobs. Speaking of which, mind returning me Gillette Mach 3? Gotta prune me garden for tradies ‘n’ ladies night at the Crazy Horse. Cheers cobs, see ya there. Cheers.
Great ad for people who get the in joke about the recurring meme on his Facebook page, but goes over the head of everybody else.
Also, did anyone think about who actually travels by bus around Australia?
I missed the bit where this convinces me to get out there and travel by bus – and with Greyhound specifically. As such, it looks and sounds like an ad for regional tourism.
Made me laugh, nice work Rumble.
He said country. From the city to the country.
You can always just rewind the video if you’ve missed a bit.