Maximus launches Do-Cathlon game show via Clemenger BBDO Sydney, Foxtel Media, OMD + RCKT

Launching on February 1, Maximus Do-Cathlon is set to be the biggest game show to hit TV in years. This six-part reality TV series in partnership with Maximus, will feature five former professional athletes and their best mates competing in a series of everyday challenges dialled up to the max. The winner of the series will earn bragging rights and $10,000 for a charity of their choosing. The campaign is a true collaboration between Foxtel Media, Frucor Suntory, OMD, RCKT Co and Clemenger BBDO Sydney to tell the next chapter in the Maximus story.

Taking part in the series will be former Olympic gold medallist swimmer Leisel Jones, former Australian cricketer and Fox Cricket expert Andrew Symonds, former dual athlete in AFLW and netball and Fox Footy’s Sharni Norder, Hawthorn legend Josh Gibson and former WSL athlete Joel Parkinson.

Across six epic episodes, they will compete in a range of off-the-wall challenges that bring to life the ‘More Drink. More Do’ Maximus philosophy. From racing to picking up the laundry in a Monster Truck, building a backyard cubby house and mowing an entire paddock, these everyday challenges will see the contestants dig deep and thank their lucky stars that their Saturday morning chores are nothing like this.

The series will feature across Fox Sports, Kayo, Kayo Freebies and the wider Foxtel network. 15 second promo spots for the series will also run during commercial airtime on these platforms and FOX Venues across various LIVE sporting events including the AFLW, the NRLW, the BBL and The Ashes with Live Plugs spruiking content from the series and FOX hosts providing further information and details about where to watch each episode.

There are more sports subscribers across Foxtel, Foxtel Now/Go & Kayo now than in the network’s 25-year history with a base of 2.4 million sports subscribers and 8.1 million in unduplicated monthly reached across sports platforms.

Says Kate Taylor, senior brand marketing manager at Frucor Suntory: “The Maximus Do-Cathlon series is all about what you can do with Maximus – we give you more because you’ve got more to do. We wanted to bring this to life by showing Aussies working hard and having fun with their mates at the same time. With the help of a truly amazing agency team, we tried something different by making a TV show, rather than just a TV ad and we’re thrilled with the outcome.”

Says Brendan Willenberg, executive creative director at Clemenger BBDO Sydney: “From a one-page idea in a presentation to an Australia-wide game show, we are pinching ourselves to not only have this on air but to give the Maximus brand an idea as big as the drink itself.”

Says Aaron Miller, national director of sport partnerships at OMD Create: “We are thrilled to bring together Maximus and Foxtel and work with this incredible group of agencies to create Maximus Do-Cathlon. Foxtel’s continued growth across platforms and quality production outputs made them the perfect choice of partner to bring this series to life.”

Sats Mark Raisbeck, co-founder of RCKT Co: “When a brand puts forward a concept of this nature and asks how we would bring this to life from a production perspective, it got the juices flowing very early on by the entire team. It’s been a mammoth project and we are really excited to see it hit the screens. It’s been a fantastic collaboration by all parties, all willing to take a brave marketing step.”

Says Kate Waugh, head of sports partnerships at Foxtel Media: “We’re delighted to be bringing this branded content series to life, pairing the reach of the Foxtel network with the creativity of Maximus. The Maximus Do-Cathlon is a brilliant celebration of endurance, mateship and the Australian spirit of perseverance, competition and charitable giving. It is beyond advertising and has crossed over into true value-added entertainment for our viewers who are consistently engaged on all our sports platforms.

“At Foxtel Media, we love working with brands who are willing to push on the edges of marketing and build new frontiers in the space. We are thrilled that the Frucor Suntory and Maximus teams have chosen us for this journey and can’t wait to see how it unfolds.”

Client: Maximus – Frucor Suntory
Creative Agency – Clemenger BBDO Sydney
Media – OMD
Production – RCKT
Platform – Foxtel Media